"For the collaboration with H&M, the Lemlem offerings continue to inspire that sense of on-holiday, on-a-tropical-island ease; “Because we created this beachwear collaboration together right in the midst of the pandemic, it was extra significant to all of us that the spirit of this collaboration and the collection be about a sense of joy, and a focus on what connects us,” Kebede tells Vogue.
Of adapting Lemlem’s artisanal ethos to a larger scale with H&M, Kebede explains, “Sustainability was at the center of our discussions from the beginning—particularly around fabric choices. We picked materials like organic linen that gives the collection a light, breezy feel. While this collection is not handwoven, I was excited to translate some of our unique Lemlem elements and stripes into the collection. We learned a lot from one another throughout the process, especially in carefully strategizing how to make more sustainable choices and design a versatile collection we hope will be well worn and loved.”