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Award-winning costume designer has a new H&M line

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H&M has just announced a new collab with Black Panther’s award-winning costume designer Ruth Carter, inspired by 80s and 90s fashion.

Get ready to update your wardrobe with a range of funky new pieces by Black Panther’s award-winning costume designer, Ruth Carter. She’s dressed Shaft, Malcom X, and the residents of Wakanda for the big screen, and now, thanks to a recently announced collaboration with H&M, she’s bringing her unique visions to our stores.

No stranger to collabs with powerhouse creatives, the Swedish fast-fashion brand has a reputation to uphold. With Giambattista Valli, Moschino, and Stella McCartney already a few of the biggest names in fashion under its belt, it doesn’t surprise me that H&M would want to commission Carter for their latest line. An influential woman in the world of film, community underscores her fashion philosophy, so, kicking off Black History Month, the launch comes at a very appropriate time, with awards season also in full swing.

Even if her name doesn’t sound familiar, you’ll definitely be well-acquainted with Carter’s work. A mastermind of accoutre, she’s received international acclaim for her talent of telling stories through clothes and made history in 2018 as the first African American to ever win the Academy Award for best costume design.

‘People think that I got into this business because of fashion, but it was the storytelling aspect that drew me in.’ she says. ‘When I was asked, I had to think about whether or not I would fit into the fashion world. I felt I needed to bridge the gap between those two realms.’

Until now, it hasn’t been possible to actually buy any of her fashion output, despite the fact that her work has been popular with audiences across the globe. The commercially available limited-edition collection consists of 11 items, all intended to inspire ‘pride, connection, and personal expression,’ as Carter puts it.

From sweatpants and t-shirts, to oversized hoodies and buckets hats, the capsule hold various references to 80s and 90s streetwear, emblazoned with empowering motifs like ‘TRUTH,’ ‘RUTHLESS,’ and ‘TRUST YOUR VOICE,’ while sticking to a colour palette of green, red, and black, to represent the Black Liberation flag. It’s a nod to Carter’s beginnings in the industry, when she was given the nickname ‘ruthless’ for her unmatchable hard work behind-the-scenes, which she refers to as a ‘double entendre.’

‘This collection was created in that spirit and it serves to empower anyone with an inner creative who is passionate about nurturing their voice and determined to share their story – their art,’ she explains. ‘It is to inspire a new generation, who need to project a personal expression of inclusion and who want to do it authentically in a way that vibes with their creative self, so I want to encourage them to ‘Trust Their Voice,’.’

Carter’s ultimate goal with the collection is to make people feel a sense of belonging when they wear the pieces – hoping they will become a bigger part of their stories during what is perhaps the best time in fashion, a time with no rules, when you can do whatever you want, and express yourself creatively. If you’re asking me, I think she’s succeeded.

Ruth Carter X H&M (which is set to retail from $12.99 to $39.99) will hit selected stores around the US and at hm.com on February 13. Take a look here.

Feature Media Manager & Senior Writer London, UK

Sofia (She/Her) – I’m the Deputy Editor & Media Partnership Manager at Thred, specialising in exclusive articles and live interviews, fashion and beauty with a focus on sustainability, women’s rights, psychedelics, and Latin America. I studied Spanish at the University of Exeter and International Journalism at City, London. Follow me on Twitter, LinkedIn, and drop me some ideas/feedback via email.

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