Little black book: H&M teams up with teen designer

Stockholm – Having collaborated with the likes of Stella McCartney and Jimmy Choo, Swedish retailer H&M is now teaming up with a little-known 18-year-old graphic designer.

André Lorens Stock started his own t-shirt label, Black Book, a year ago, after his t-shirts proved popular among friends. His designs have now been picked up by H&M. Encouraging people to be entrepreneurs themselves, the collection will be based on pictures from people around the world, Lorens Stock says. ‘From January, people will be able to read about my story on hm.com, and then upload their pictures, from which I’ll pick my favourites.’

In this way, the collection, which will be available from April, will also incorporate the increasingly important voice of consumers – a theme we explore further in our Brandtocracies trend report.