Powerful poetry can move and inspire, and the words by celebrated writer, performer and storyteller Yrsa Daley-Ward have found a new home in H&M’s latest sustainable loungewear collection!
Daley-Ward is well known for her poetry which comments on life, femininity and self-appreciation. Using Daley-Ward’s quotes, H&M created a selection of comfortable loungewear pieces that unite Daley-Ward’s affirming words with more sustainably-sourced materials.
The Yrsa Daley-Ward & H&M collection is invitingly mindful and reassuring. Quotes taken from Daley-Ward’s longer poems, such as “If you have to fold to fit in, it ain’t right” or ‘There will always be your heart”, are printed on selected pieces to encourage confidence and promise.
Key pieces include the longline bermuda shorts with co-ord slogan sweatshirt, the oversized t-shirts and seamless crop-tops, and the drop-shoulder hoodie, all made with more sustainably-sourced fabrics such as organic cotton, and recycled polyamide.
“We were so inspired by Yrsa Daley-Ward’s strong and powerful poems, which so beautifully address self-worth and self-empowerment. H&M shares these ideals and it was a privilege to work together on a collection that champions such positive values,” Maria Östblom, Head of Design Womenswear at H&M, said.
Silhouettes are purposefully wide or form-fitting, embracing the wearer in both comfort and style. Soft tones of dove grey and light beige permeate the collection for a calming, encouraging feel, with beautiful sage greens adding warmth.
Daley-Ward herself will be the main character of the collection’s campaign, spreading hope and female-empowerment through a series of films which each portray her striking quotes.
“It has been wonderful working with H&M on this sustainably-sourced collection. My hope is that this collection comforts, empowers and moves those who wear it, that they wear the words close to their hearts. We need to be empowered to have the strength and confidence to move through the world and to achieve our dreams. You are your life’s work.”
Yrsa Daley-Ward
“It’s been a difficult time for a lot of us and we wanted to give a sense of self-love and self-care back to our customers with this collection. We are delighted with these contemporary pieces and their undoubted positivity, we hope and believe our customers feel the same.” Maria Östblom, Head of Design Womenswear at H&M, said.
bazaar had the opportunity to ask Daley-Ward about the collaboration and the intersection between poetry and fashion.
As a poet, what is the core message/idea or value that you are most passionate about spreading?
As a poet one of the core messages that I continually explore is that we all benefit from taking our time for self inquiry, to listen to the messages that surround us, even though we have so many things competing for our attention that we often miss them. To journey into the self. To notice and to locate our feelings, even those things that we are afraid to look at.
You have a huge following on Instagram and your posts there make poetry feel very accessible, did you do this purposefully? Do you believe that poetry needs to be relatable and easily understood?
There are so many different types of poetry out there, some esoteric, some spiritual, some dreamy, some symbolic. I write how I speak and so mine is on the accessible end. I think all modes are beautiful. They serve different purposes. I love to write about things we are sometimes afraid to talk about. I didn’t set out to do this, it just happens. It’s where I feel the most free!
Is there an intersection between poetry and fashion? If so, what do you think it is?
There is a link between words and everything, it is art. It is functional. You need them to get through the day. That’s why I think they go together. I’ve never stuck to one discipline in my life. There are so many ways to tell a story!
Which item in the collection is your favorite? What does the quote on it mean to you?
I love so many pieces in the collection. It is difficult for me to choose a favourite piece. The ONE DAY EVEN THIS WILL BE HISTORY Tee is one of my favourites. I think the quote reflects the time, and I love the length and fall of the T shirt. I love the sweatpants and top matching kit in pale green most of all I think…the warmth and softness of it! That quote is if you have to fold to fit in it ain’t right.
What was it like collaborating a project that is so tactile and visual compared to poetry?
I rarely keep the work on the page, I work on film, canvas and material, and I work with music taking the poetry on tour to do shows. Sometimes I support artists with my band and work at festivals, sometimes I write the poem into plays and live workshops. The creating never stops!
H&M’s new loungewear collection will have its first drop on January 21 online at kw.hm.com. The full collection will launch worldwide in selected stores and at kw.hm.com from February 11 with a limited selection available online only from January 21.
