Instagram’s Eva Chen and H&M Make Normcore Denim for Kids
Eva Chen, Instagram’s director of fashion partnerships, bestselling author and mom of three, can add H&M collaborator to her list of titles and achievements.
The former Teen Vogue editor will launch a collection of gender-neutral children’s apparel and accessories with H&M on Sept. 7.
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The designs draw inspiration from the ’90s—Chen’s favorite fashion era—and infuse “classic Americana style with Japanese and Korean influence” to create a unique transitional back-to-school wardrobe, the brand stated.
The casual and timeless designs are a departure from the festive Lunar New Year collection Chen created with children’s brand Janie and Jack in 2022.
Normcore denim, like medium wash straight jeans, a pile-lined chore jacket, a button-down vest and baseball cap anchor the unisex collection. Other standout items include a green- and purple-striped fisherman sweater and fleece zip-up with contrasting pockets and trim.
Girls’ styles include a Peter Pan collar blouse, pointelle cardigan set, ruffled denim skirt and dress and jeans with front patch pockets. The latter two feature mushroom appliqués—a motif carried into tops, printed jersey coordinates, socks and hats.
As part of H&M’s goal to become fully circular by 2040, the limited-edition collection was designed with durability in mind. Garments are made with recycled cotton, recycled polyester and Tencel Lyocell—ingredients that are sturdy enough to withstand wear-and-tear as they’re passed down to other wearers.
H&M aims to use 100 percent recycled or other sustainably sourced materials by 2030; its kids department currently stand at 91 percent recycled or other sustainably sourced materials. The brand’s last children’s drop included circular components like recycled rhinestones and pearl embellishments.
Chen and her daughter Ren worked closely with H&M’s in-house design team to develop the new pieces.
“I love this whole collection,” Chen said in a statement. “I’m incredibly proud and I can’t wait for it to be out in the universe. It was so much fun to include my daughter in the design process and see the collection through her eyes. There’s just something so unique about how a child experiences the world, and I can’t wait to see how kids everywhere, including my own, live and play in these pieces for years to come.”
For the collection launch, Chen and H&M are partnering with Slow Factory, an organization creatively addressing the intersecting crises of climate justice and human rights through cultural change, art, education, science and design. Slow Factory will be serving as a knowledge partner for the launch.
“Partnering with Eva Chen on this new collection was a perfect fit for H&M,” said Abigail Kammerzell, H&M North America head of sustainability. “Our shared belief in creating fashionable, fun and durable pieces that can be loved over and over again was at the center of this collaboration and puts a focus on our continued journey to circularity.”
H&M is the latest brand to incorporate a fresh perspective into its back-to-school collection. Wrangler recently partnered with Mini Rodini founder designer Cassandra Rhodin on a collection similarly focused on enduring design and durability.
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