SAY YES TO YOUR INTUITION

The Iris Apfel x H&M collection is a portal to a truer you, a gateway to creativity, a path to personal style. Let the wonderfully wild creations of original fashion icon Iris Apfel inspire you to dress for joy. Read on to reveal your inner Iris.

Discover the thrill of pattern clashing, wear a delightfully chaotic rainbow of colours, pile on extravagant accessories — it’s all about getting into the more-is-more mindset.

Flowers, fringes and frogs; pea pods, prints and pearls; beetles, brooches, and bows; chains, charms and colour — immerse yourself in a fabulously flamboyant celebration of over-the-top fashion.

And remember: “Style is within. When you’ve found yourself, you’ll find your style.” – Iris Apfel

Iris Apfel

Iris Apfel, the reigning queen of personal style, is instantly recognisable and infinitely inspirational. Her famously eccentric outfits have fascinated and inspired generations of fashion enthusiasts around the world for decades. Known in some circles as the “First Lady of Fabric”, she has made pattern clashing into an art, combined every colour under the sun, and mastered the more-is-more aesthetic. She is a true, fearless style icon, and the Iris Apfel x H&M collection gives us a peek into her refreshingly bold and uncompromisingly unique universe.