DIVIDED WE STAND: Swedish retailer H&M’s Divided collection will launch a six-week pop-up shop in East London’s Old Truman Brewery to celebrate its Nineties grunge-inspired Divided Loves Music summer collection.
Starting on July 23, the Divided Loves Music pop-up will host a range of activities, including DJ sets, musical performances, late night “lock-ins,” jewelry design workshops, and nail and body art on Dray Walk. The British singer-songwriter and Grammy Award winner Foxes is the face of the campaign and an inspiration behind the collection.
“For us it feels important to continue with the campaign theme — ‘H&M Loves Music’ — where we want to introduce new talents and their music to a wider audience,” said a spokesman for the brand.
Prices range from 7.99 pounds, or $12.59, for a Foxes cropped T-shirt to 39.99 pounds, or $62.84, for a long-fringed waistcoat. The line also includes denim and printed separates. “By launching a pop-up in East London we have the opportunity to offer H&M’s Divided collection to such a diverse range of shoppers and fashion lovers in an innovative and fun way,” says Carlos Duarte, country manager H&M U.K. and Ireland.
At 1,100 square feet, the pop-up’s interior design will consist of raw, concrete scaffolding features, neon and linear lighting, and an indoor wall mural among the monochrome color palette.