4 April 2021

Vienna Insight Spring 2021: H&M teamed up with Viennese graffiti agency Concrete for the 'Let's change fashion' street art portrait of scientist Zinnia Kumar who is active in sustainability, diversity & inclusion

Since this week, the 400 square meter mural on occasion of the new H&M Spring 2021 campaign with focus on sustainable materials and natural colors is on view at Pfeilgasse in Vienna's 8th district. The artwork was hand-painted in five days by artists of the Viennese graffiti agency Concrete. It shows model, scientist Zinnia Kumar whose activities range from the protection of the environment to social empowerment (diversity & inclusion) with focus on the fashion industry.

Image right: Portrait of Zinnia Kumar with the slogan 'Let's change fashion' from a motif of the H&M Spring 2021 campaign hand-painted by Concrete at Pfeilgasse, district Josefstadt in Vienna. The colors of the mural reflect the natural tones of the collection made of sustainable materials: Beige, ecru, grey and black. Some of the fabrics of the collection are not dyed such as jersey from organic cotton, organic linen or poplin. Images below: Making of the mural. Photos: © Philine Hofmann.