H&M and Lorena Saravia Bring Mexican Craft to the Global Market
Photo via © H&M, Vogue
H&M has announced a collaboration with Mexican designer Lorena Saravia, set to launch on October 16. The 29-piece collection draws from Mexican craft traditions, from papel picado patterns and petate weaving to locally made felt hats, translated into accessible wardrobe staples for a wide audience.
A Strategic Choice for H&M
For years, H&M has relied on high-profile collaborations to sharpen its image and stay culturally relevant. The decision to work with Saravia is part of a broader attempt to move away from the perception of being purely fast fashion and to align with voices that carry local credibility. Mexico’s fashion industry, valued at $29 billion in 2024 and projected to grow by nearly 5% annually through 2034, is becoming increasingly influential. For H&M, Saravia represents both a respected creative voice and a bridge to this expanding market.
Lorena Saravia’s Design Language
Saravia is known for her minimalist tailoring and for integrating Mexican cultural references into contemporary fashion. She transforms cultural references into a design language that adapts seamlessly to global fashion while retaining a distinctly Mexican perspective. In this collection, traditional techniques are reinterpreted into structured silhouettes and everyday pieces.
The Cultural Stakes
This collaboration lands at a time when accusations of cultural appropriation remain a pressing issue in fashion. The recent criticism Adidas faced for releasing huarache-style sandals without Indigenous collaboration underscores the stakes. By directly working with a Mexican designer who has long elevated these references, H&M positions this capsule as a more responsible approach to incorporating heritage.
Why It Matters
An Accurate Representation: Instead of borrowing from Mexican culture, the collection spotlights a designer rooted in that culture.
Market Opportunity: Mexico is not just a consumer base but an increasingly important hub of design talent with growing global visibility.
Consumers: Audiences are looking for design with context and narrative. This collection reflects that demand by tying aesthetics to place and history.
Looking Ahead
The collaboration raises important questions: will this be a one-off seasonal drop, or the beginning of a deeper engagement with Latin American designers? For Saravia, it offers a platform that could expand her reach internationally. For H&M, it is a test of whether collaborations with local voices can move beyond marketing into meaningful cultural and business strategy.
Photos below via © H&M, Vogue
