H&M South Africa is unveiling its Role Models kidswear collection developed in partnership with Lalela Project, a non-profit organisation in South Africa using art to spark creative thinking and awaken the entrepreneurial spirit in youth from under-resourced communities.
This limited-edition, locally printed collection features unisex t-shirts and hoodies adorned with vibrant prints designed by Lalela students. The artwork captures the imaginative adventures of young minds, with designs broadly inspired by the book series written by 11-year-old author and H&M Role Model, Bontle, from Pretoria.
All proceeds from the collection will be donated to Lalela to support their mission of unlocking the creative potential of at-risk children. The Role Models collection will be available from 24 September at H&M Centurion and from 26 September at H&M Canal Walk.
Since its inception in 2010, Lalela has empowered over 55,000 learners across more than 30 schools through its after-school arts programme. The programme encourages children to map out and manifest their dreams, offering a pathway to a brighter future for themselves and their communities.
“At Lalela, we believe that creativity is a powerful tool for change, and this partnership with H&M South Africa allows us to showcase the incredible talent and vision of our students. The Role Models collection is a testament to what can happen when young minds are given the opportunity to express themselves, and we are excited to see their artwork make an impact beyond the classroom,” comments Firdous Hendricks, Executive Director at Lalela Project.
The global H&M Role Models initiative, introduced in 2021, champions young changemakers who are making a positive impact in their communities and the world. In South Africa, the latest campaign has focused on bringing awareness to the country’s literacy crisis through the inspiring story of Bontle, who has written two adventure storybooks: The Oceanic Oxy Rescue Mission and her most recent title Nyla and the Magician. H&M has funded a reprint of Nyla and the Magician and its translation into isiXhosa, isiZulu, Afrikaans, and Sesotho, broadening access to locally relevant literature for young learners across South Africa.
“We are incredibly proud to partner with Lalela Project for our Role Models collection. This unique collaboration celebrates the imagination and creativity of children, and highlights the transformative power of the arts in nurturing hope in our communities and helping young people dream big,” says Caroline Nelson, H&M South Africa Country Manager.
