A collaboration between the Swedish fashion giant and the Italian fashion brand Heritage Giuliva, which presents a different line with items in classic cuts from the world of men's fashion.

Next week, the h & m chain will launch a new collection around the world and also in Israel, the result of a collaboration with the Italian fashion brand Heritage Giuliva. This is a temporary collection made of environmentally friendly materials. The collaboration with the Italian brand, known for its custom-made line, brings to the Swedish fashion chain a different line with items in classic cuts from the world of male fashion.

The collection includes suits, buttoned shirts, turtleneck shirts from the male world that are translated into a special female collection with traditional buttoned shirts, tailored jackets in a straight cut, two-piece suits, wide pants and a trench coat.

The Italian brand Heritage Giuliva was founded about three years ago in Italy by two spouses, Margarita Cardelli and her husband Gerardo Cavalier. The two are imbued with motivation and a passion for timeless fashion that remains relevant and useful over the years, with items made from quality fabrics and a couture sewing line. The brand's line was born when Margarita used to take items of clothing from her husband Gerardo's wardrobe, and thus the need was born to produce a collection with a male leftover that would suit the female gender.

The Italian fashion house is a member of the Swedish fashion chain and together they have created a modern version of the Italian tradition with a collection made from environmentally friendly materials and recycled materials such as organic cotton and recycled wool and polyester.

In the collection you can find various items of shirts in sheer cuts, sets consisting of separate parts that can be combined in several shapes, so that these clothing shows offer a classic and versatile wardrobe. The color palette includes shades of beige, navy blue, navy blue and burgundy that combine with classic thin striped prints, plaid prints and other interesting details such as cheetah collars, bishop's sleeves (puffed sleeves) that close with a narrow cuff and more.

"We were shocked to learn that H&M wants to collaborate with us," the couple said in an interview with Vogue magazine. "When we received the email in November we thought it was a joke. It was wonderful to work with the network on this collection. Together we have created traditional items and designs that will stand the test of time. We were especially pleased to use recycled materials in all the items in the collection. "The two added that," Our goal is not to make billions, our goal is to make something eternal that will be passed down from generation to generation. "

Maria Ostblum, head of the network's women's clothing design department, noted that, "We are excited to partner with Heritage Giuliva's tailoring experts to bring timeless and affordable items from the world of classic men's fashion to the modern woman."

This is not the first time that the H&M chain has collaborated with interesting niche fashion houses. Collaborations have already been with Colombian Johanna Ortiz and Lebanese designer Sandra Mansour.

The collection will be offered for sale in selected H&M stores around the world and in Israel in the Grand Mall in Petah Tikva and in the store in the Grand Canyon in Haifa starting on September 3. Price range: NIS 599-90.99.