H&M has partnered with Maison Black to launch The Style Shop, a curated, in-store experience platforming Black designers.
The shopping event will take place at multiple H&M stores across the country, spotlighting different Black brands at each location, beginning with the Swedish brand’s recently opened store at the Original Farmers Market in Los Angeles on November 30. It will then continue over four weeks with activations in Houston at the H&M in the Galleria (December 6), Chicago at H&M on Michigan Avenue (December 13), and New York City’s H&M Harlem location (December 20).
“H&M is proud to spotlight the creativity and entrepreneurship of Black designers during this peak shopping period through our partnership with Maison Black,” said Donna Dozier Gordon, Head of Inclusion and Diversity for H&M Americas. “This initiative offers our customers a meaningful opportunity to discover and support Black-owned brands, while reinforcing our commitment to fostering inclusion and amplifying diverse voices in fashion.”
“As a destination for discovery of Black designers, our partnership with H&M amplifies our mission to foster the community and create revenue-generating opportunities for Black designers, artists, and beauty brands,” said Tori Nichel, Founder of Maison Black. “The holiday season is a pivotal moment to excite and delight consumers. H&M provides an accessible space to explore, be inspired, and shop Black-owned designers.”
This partnership builds on H&M’s broader mission to elevate underrepresented voices in fashion. By teaming up with Maison Black, H&M aims to provide a platform for emerging and established Black designers to reach new audiences and showcase their work in a high-visibility retail environment.
Each event will offer a unique opportunity for customers to discover and shop fashion, beauty, homeware, and art from Black-owned brands. Some of the featured labels include Ashley Nora, Elizabeth Laine, To’sha Bags, Fashion Fair and Maya Winston.
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