Swedish guides wears clothes from H&M

Some 60 guides will work at the Swedish pavilion during the World Expo in Shanghai running from May to October. They will represent Sweden wearing garments from H&Ms ecological spring collection, Garden Collection, on the way to shops right now.

-          We are very pleased that H&M enters as a Swedish sponsor. Swedish design represents a vital component and strength of the Swedish participation under the theme Spirit of Innovation. H&M is a world renowned company that contributes to the Swedish Image as a country characterized by Innovation, sustainable solutions and successful enterprise, says Annika Rembe, Commissioner General for Sweden at Word Expo 2010.

Students and young urban professionals are one of the main target groups for the Swedish participation at World Expo, making the brand H&M and H&Ms products even more suitable.

All garments in this spring collections garden-romantic and flowery-flaunted Garden Collection that was launched globally 25th March, were made by environmentally adapted materials, recycled PET-bottles or left over cloth. Among the collection H&M has made a selection that the guides in the Swedish pavilion will wear.

-          The garments are chosen to be both attractive and at the same time comfortable to wear in Shanghais warm climate. This spring’s collection offers a modern and sustainable look regardless personal style and will fit the pavilion guides, says Ann-Sofie Johansson, Head of Design at H&M.

For more information please contact the Swedish Expo Committee:Anna Rygård, Program Director, anna.rygard@expo2010.se, 0706-42 66 44
Annika Rembe, Commissioner General, annika.rembe@expo2010.se, 0706-42 78 16