If you have any doubt that H&M is doing it for the culture in 2020, their latest capsule collection is proof that the brand has turned a new leaf. On Friday, February 21, the clothing brand threw a Ruthless Block Party in Atlanta to celebrate their new drop with iconic costume designer Ruth E. Carter.
Walking into the Georgia Freight Depot felt more like a walkthrough of a '90s Harlem block party with bleachers, basketball courts, boombox-inspired props, and attendees dressed in '80s and '90s fashions filled the venue.
The event also featured a unique exhibit that featured some of Ruth's most iconic looks from films like Black Panther, BAPS, I'm Gonna Get You Sucka, Malcolm X, and Dolemite Is My Name.
During the event, Sway In The Morning co-host Tracy G had the opportunity to chat with Ruth about the inspiration behind the new line, which features an assortment of tees, sweatshirts shorts, and bucket hats commemorating the fashions of the 80s and 90s golden Hip Hop era.
Ruth also pulled inspiration from the costume design work she did in various Spike Lee films like Do The Right Thing and Malcolm X while using the symbolic colors of black, green and red as a celebration of black heritage and to honor the liberation flag. The phrases "Truth" and "Trust Your Voice" adorn some of the tees as a reminder to dream chasers to follow their passions and trust their inner calling.
This latest collaboration with Ruth Carter is a part of H&M's mission to highlight and celebrate new and established creatives. Last year, the Swedish retailer dropped its first African collaboration with designer Palesa Mokubung.