H&M 10 & More : Whimsical Transparency

In this limited-edition capsule, JOANNALSM joins forces with H&M to celebrate sustainability and creativity through fashion. Showcased at the H&M Orchard flagship store, the collaboration highlights the power of reinvention and mindful design.

At the heart of the collection lies a bold mantra:
“Don’t throw away your old clothes—give them to me!”

Crafted from 80% upcycled fabrics and pre-loved garments—including pants, shirts, t-shirts, and blouses donated anonymously—each piece tells a story. The remaining 20% consists of essential haberdashery components used to complete and elevate the designs.

Targeted at the mass market while retaining a one-of-a-kind edge, the collection blends vintage charm with contemporary style. It reimagines discarded clothing into thoughtful, customizable pieces that are both wearable and meaningful.

Expect bold florals, whimsical prints, and playful energy across household products and unisex t-shirts. These vibrant visuals are thoughtfully reinterpreted from repurposed textiles—emphasizing circularity, not just in materials but in mindset.

This collaboration is a love letter to conscious fashion—a reminder that beauty can be reborn from what was once forgotten.

Note:
The collection is no longer available online.
For custom inquiries, reach us at hey@joannalsm.com.