Overview
- The campaign and full lookbook went live Thursday, shot in London by Sam Rock and fronted by Renee Rapp, Angelina Kendall and Adwoa Aboah.
- H&M confirms a 61-piece lineup that will be available to shop on May 7 online and in select stores.
- McCartney set strict sustainability requirements, with organic cotton, recycled crystals, Responsible Wool Standard wool and recycled‑vegetable‑oil coatings called out on swing‑tag facts.
- Designs rework house signatures, from a revived 1999 “Rock Royalty” tee to Falabella chains rebuilt in lighter recycled aluminum.
- McCartney describes a gender‑fluid, solution‑driven wardrobe, while citing the 2005 pieces still in use and earlier H&M designer drops that sold out in seconds.