Retail analyst Erin Sykes discusses how the industry is responding to more conscientious consumers and breaks down what makes a product ‘sustainable.’
A Billie Eilish-inspired collection, which merges the “Bad Guy” singer’s iconic style with sustainability, has arrived at H&M.
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On Thursday, the pop star’s oversized, edgy look officially made its way into the house of the Swedish fashion brand, which promises the clothes are made from sustainable materials such as organic cotton, which doesn’t include the line’s accessories.
“Billie Eilish is obviously an inspiring artist but also someone a lot of people around the world admire for her personal style and empowering way of expressing her values,” says Emily Bjorkheim, H&M’s head of design. “We want to enable her fans to step into her world and feel empowered to freely express their style as well.”
The star gained widespread appeal at 13 years old, when her song, “Ocean Eyes,” went viral on SoundCloud, according to Billboard. It has since garnered tens of millions of Spotify plays, and she has long been an advocate for spreading climate awareness.
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On her 2020 tour, the 18-year-old Los Angeles native told talk show host Jimmy Fallon in September, “we are trying to go as green as possible.”
Her latest endeavor with the fashion retailer seems to help promote that message.
The “merch,” featured in cream, black and pale green with pops of neon green, draws from her personal style with items including boxy T-shirts for $17.99, oversized hoodies for $34.99, and sweatshirt dresses and joggers, both costing roughly $30. The line also includes a range of accessories such as beanies, bucket hats, socks, and a belt bag.
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Although Eilish is the first to create a line with the retailer with an emphasis on sustainability, she was not the first megastar to collaborate with the brand.
The retailer previously released a collection with Grammy Award-winning artist Ariana Grande and Canadian pop star Shawn Mendes.
