H&M announces collaboration with Latin American designer, Johanna Ortiz
We couldn’t help but be in awe of the H&M’s recent tulle-laden Giambattista Valli collaboration. But when we heard of the Swedish street fashion brand’s new collaboration, we were most excited. H&M has been known for its collaboration collection with the likes of Karl Lagerfeld, Stella McCartney, Roberto Cavalli, Versace or Moschino amongst others. For this season H&M wavers into uncharted waters with its first collection with a Latin American designer, Johanna Ortiz.
“Discovering the world of Johanna Ortiz’s exuberant design, her use of color 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”
Maria Östblom, head of womenswear design at H&M
Johanna Ortiz is one of the most important Latin American Designers of her generation. The Colombian designer started her namesake brand in 2001. She now has over 73 stores in 20 countries across the world. She has quietly been gathering a loyal fan following over the years and her pieces have been graced by the likes of Michelle Obama, Lady Gaga, Beyoncé, and Sienna Miller. Johanna Ortiz is known for flattering use of ruffles and exotic floral prints, something one can see in the new capsule collection.
The collection has been described as ‘flirtatious and feminine.’ While the full collection will launch in March 2020, a pre-drop comprises four styles: the tunic dress, the wrap dress, the mini dress, and the tiered floor-length style have hit the selected stores and online website on December, 3rd. The are priced between $52 to $78.
Four exotic floral prints from Ortiz’s archive – “Wild Roses”, “Orchid Paradise,” “Cacatua” and “Coquelicots” – featured in vibrant new colorways 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. One can easily pair them with minimal sandals, lavish earrings, beach hair, and a straw bag. They could also perfectly go well with chunky boots or black tights and heels.
“The prints all come from my obsession with the flowers, the palm trees and the beautiful colors 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”
Johanna Ortiz, designer and CEO