Thursday, April 29, 2010

H&M taps into its musical side

Fast-fashion retailer, H&M, is prepping fashionistas for Glastonbury, Roskilde and Benicassim, by launching its first collection for music festivalgoers.

“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 collection is part of H&M's annual Fashion Against AIDS effort, and consists of 20 pieces for woman, 12 for men, and 20 accessories ranging from headphones to a leopard-print tent. The ad campaign, shot by Dan MÃ¥rtensen, features Lizzie Jagger and Lou Doillon with male model Josh Beech in a festival setting.

In line with the music festival theme, H&M is also holding a battle of the bands, and the winning band will get to perform live at the Fashion Against AIDS launch party in New York on May 19.

To enter, upload a video of your band playing to YouTube and submit your band name and the video link here. The top 10 finalists will be named on May 8.

The items from H&M's fesitval collection will go on sale on May 20, and a quarter of sales will be donated to youth HIV/AIDS awareness projects.

Will you be buying any of the pieces?

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