PARIS — Just in time for Glastonbury, Roskilde or Benicassim, H&M has unveiled its first collection for festivalgoers, featuring clothes and accessories fit for a rock star — down to the leopard-print tent.
Part of the Swedish high street retailer’s annual Fashion Against AIDS effort, the collection consists of around 20 pieces for women, 12 for men and some 20 accessories ranging from headphones to sleeping bags and a logo tote.
The items will go on sale on May 20 in the Divided youth department of around 200 selected H&M stores in all markets, with the exception of the Middle East and Israel. A quarter of sales will be donated to youth HIV/AIDS awareness projects, H&M said.
“For me, festivals are unique and inspirational places as they join both music and fashion,” said Ann-Sofie Johansson, H&M’s head of design. “To see your favorite bands, to see creative people gathered, all from different nations and with different looks, really inspires me.”
The advertising campaign, shot by Dan Mårtensen, shows Lizzie Jagger and Lou Doillon hanging out in a festival setting with male model Josh Beech, who moonlights as lead singer of British rock band Snish.
The women’s outfits include fringed tunics, cut-off denim shorts and tops embellished with sequins or ethnic details for a bohemian vibe. The look is completed with gladiator sandals and chunky jewelry. The men’s collection focuses on slim blazers and battered denim shorts, faded shirts and a leather biker jacket.
H&M said it had raised more than 30 million Swedish krona, or $4.1 million, with its two previous Fashion Against AIDS collections, which consisted of tops designed in collaboration with musicians, designers and artists including Rihanna, Good Charlotte, Jade Jagger, Timbaland, Katy Perry, N.E.R.D. and Yoko Ono.
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