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Partner Release

New York (October 2, 2013) - Halloween is the perfect time of year to play dress up. This fall, H&M’s special collection, All for Children offers costumes for your little ones to trick-or-treat in style! 

Inspired by an 18th century masquerade ball, the capsule features a covetable Marie Antoinette dress and mermaid costume, pirate outfits, bat capes, matching accessories and much more.

Little girls will find excuses to play dress up all year long, especially with a mermaid crown with seashells and starfish accents, or a bag shaped like Marie Antoinette’s pug!

The little guy will join in the festivities with a sea captain’s coat, or a tattoo top and pant if he prefers to be a pirate. There’s a batwing cape, a skeleton-printed jumpsuit, and black and white stripes too, in a horizontal-striped top and vertical-striped jacket and pants. Matching accessories include a bat eye mask, pirate boots and a captain’s hat complete with a parrot. Don’t forget to look out for the cut-out pumpkin mask, guaranteed to be the cutest in the patch.

H&M launched the All for Children initiative with UNICEF in 2009 with a $4.5 million donation to help children in some of the world’s poorest communities.  By donating 25% of all retail sales from this autumn’s global All for Children collection, H&M will help UNICEF provide 40,000 children living in Dhaka, Bangladesh, with improved access to education and protection of their basic rights including prevention of child labor. 

Parts of the collection are made from more sustainable materials, such as organic cotton and Tencel®. The collection will be available online on October 3rd in the U.S., as well as online globally and in select stores starting October 10.

Download images still life images here.

Download campaign images here.

About H&M

H & M Hennes & Mauritz AB was founded in Sweden in 1947 and is quoted on NASDAQ OMX Stockholm. The company’s business concept is to offer fashion and quality at the best price. In addition to H&M, the group includes the brands COS, Monki, Weekday and Cheap Monday as well as H&M Home. The H&M Group has approximately 2,900 stores in 52 markets, including franchise markets. In 2011 sales including VAT were SEK 128,810 million and the number of employees is more than 94,000. For further information, visit hm.com.


The United Nations Children’s Fund (UNICEF) works in more than 190 countries and territories to save and improve children’s lives, providing health care and immunizations, clean water and sanitation, nutrition, education, emergency relief and more. The U.S. Fund for UNICEF supports UNICEF’s work through fundraising, advocacy, and education in the United States. Together, we are working toward the day when zero children die from preventable causes and every child has a safe and healthy childhood.

For additional information, please contact:

Andrea Sioris, U.S. Fund for UNICEF,  212.880.9136 , asioris@unicefusa.org

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