There is this Californian website, started during Covid by an Aussie , not a celeb, who owned an advertising agency in NYC, maybe this is what H&M are going for.
Flamingo Estate - High atop the hills of Los Angeles, hidden by a lush orchard and dense gardens, Flamingo Estate is a pleasure-obsessed home of sun-worship, folk mythologies, and psychedelic remedies grown only by farmers we know and trust.
How did Australian Richard Christiansen build a hip Californian brand throught the pandemic? With a lush home garden, style cred – and a little help from Oprah, Chrissy and friends.
How the brand has drawn celebrity attention and sparked rising sales with $80 jars of spicy strawberries, $250 jars of honey and more
Oprah named the brand’s $180 “Three Sisters” candle set one of her Favourite Things, and the Flamingo Estate website almost crashed because 2500 of them were selling every hour.
https://www.nytimes.com/2023/05/21/style/flamingo-estate.html
Apparently Meghan had wanted to go into business with them (according to the Daily Mail)