"Marimekko has today (20 November) entered into a license agreement with the Swedish chain, marking a strategic move that could significantly boost the brand's revenue streams. By licensing some of its iconic patterns from the 1950s, 1960s, and 1970s to H&M, Marimekko aims to leverage its historic designs in a mutually beneficial partnership, possibly driving positive market sentiment and bolstering its position in the fashion industry."