It could be said that H&M is the pioneer of the high street collaboration; the Swedish retail giant has, after all, brought us collections from the likes of Marni, Karl Lagerfeld, Stella McCartney, Alexander Wang and Balmain, to name a few, over the last 15 years. Next, it turns its attention to activewear with its inaugural athleisure collaboration with Australian label P.E Nation.
ICYMI, P.E Nation is already stocked globally on Net-a-Porter, Farfetch and LUISAVIAROMA, but according to founder Pip Edwards, the partnership is the ultimate platform to seek a wider audience: “H&M is renowned for its designer collaborations, and with its huge global footprint, having major retail presence in every country, it was the ultimate opportunity for us to actually reach a new global platform and take it beyond Australian shores.”
P.E Nation’s aesthetic, as apparent with its H&M collection, is bold, versatile and retro-inspired: “OG 90s fashion and colour is a huge inspiration,” describes Edwards, but as well as ‘P.E’ being her own initials, it also stands for physical education, a notion which according to her “resonates all over the world - the nostalgia of playing sport at school or college underpins the brand.”
Talking about the collection, Edwards tells BURO. that “all the pieces work so well together, it’s very easy to mix and match. I love the pleat skirt, and the spray jacket as a look, the pink active set is super fun and the slides of course - I love to mix the feminine with the masculine for the ultimate tomboy street look.” Each of the 31 items in the collaboration are also made consciously, with a minimum of 50% sustainable materials, such as recycled polyester.