ASTRID ASKERT
H&M Rewind & Fast Forward (2018)
In 1968, my grandma Kerstin Askert designed the first graphic plastic bags for H&M.
50 years later, shortly after H&M launched their new sales plan 'Rewind & Fast Forward', I was asked to recreate the iconic print for an internal event at H&M.

The 'Rewind & Fast Forward' plan intends to take a look at what has historically made H&M successful; and to implement those methods and values today.

Alike the strategy "Rewind & Fast Forward", it was important for me to look back at the visual expression of my grandma's old prints and preserve the essence of them when creating the new print.

The result was 250 screen printed, recycled cotton totebags.

Collaboration with Kerstin Askert for H&M.