The collection is flirtatious and feminine. Flamboyant might be the best word to describe the color palette, exotic floral prints and glamorous silhouettes. Ortiz does not shy away from designing for the feminine woman who owns her own power and is not afraid to flaunt it. The ruffles, drapey fabrics and defined waists are all signature elements of the Latin American aesthetic that Ortiz’s designs capture so well. But what makes her work stand out is her fearless use of prints.
“The prints all come from my obsession with the flowers, the palm trees and the beautiful colours I am blessed to see out the window when I wake up at home in Cali, in my native Colombia. The imprint of Latin America and its uniquely festive atmosphere is something that can be felt in each Johanna Ortiz design, so I’m thrilled that so many women in the world will have a little piece of Colombia in their wardrobes thanks to the Johanna Ortiz x H&M collaboration,” says Johanna Ortiz, designer and CEO.
“Discovering the world of Johanna Ortiz’s exuberant design, her use of colour and her exceptional flair for dramatic silhouettes has been a great experience for the whole design team. They have been working closely with Johanna throughout the whole process, enjoying her extraordinary hospitality in her beautiful home in Cali. We are thrilled to be able to celebrate Colombia’s rich history and craftsmanship and to bring Johanna’s signature happiness-inducing designs to the H&M customer,” says Maria Östblom, head of womenswear design at H&M.
Instead of making us sit at the edge of our seats until March 2020 when the full collection is being released, H&M are going to be releasing a limited collection as part of their pre-drop. The last time they did this, for the Giambattista Valli collaboration, everything sold out immediately. So we will definitely be standing in line for these beauties. They arrive just in time for the festive season’s parties and can all be easily taken from casual daytime looks to evening socials.
The pre-drop is practically a capsule wardrobe of four styles that are synonymous with Johanna Ortiz’s flirtatious-yet-effortless aesthetic: the tunic dress, the wrap dress, the mini dress and the tiered floor-length style. Four exotic floral prints from Ortiz’s archive – “Wild Roses”, “Orchid Paradise,” “Cacatua” and “Coquelicots” – featured in vibrant new colourways of warm yellow, dusty pink, forest green printed and coral-infused dark brown, and are reinvented for a new audience with fabulous ruffles and rippling cuff and hem details. How to wear them now? Ortiz suggests pairing them with minimalist sandals, lavish earrings, beach hair and a strawbag or why not a Colombian mochila (a brightly coloured, locally made woven bag).
The exclusive “pre-drop” will be released at 1st Avenue, Grand Avenue – The Avenues, Marina Mall, The Gate Mall, Al Kout Mall and at hm.com on December 3; the main collection will be available in March 2020. For more information follow @hm on Instagram. Images courtesy of H&M.
