Monday, 9 March 2020

H&M teams up with Justine Skye for festival season, Johanna Ortiz for LatAm-inspired daywear

H&M is continuing its collaboration collections in a big way this spring and has just unveiled a festival collection along with a co-created campaign with singer-songwriter Justine Skye. The products launch on March 12.

She has worked with the company to design a capsule collection for the forthcoming season. That season may be under threat from the ongoing coronavirus outbreak, but it's still likely to be a major fashion influence in the months ahead.

It features body-con and oversized silhouettes with a mix of sporty pieces in soft neon yellow organza and silver metallic. 

Skye is also fronting the campaign, with H&M saying she co-created it with stylist Ade Samuel and photographer Tyler Mitchell. 

The celebrity said she wanted to create “something that was new and fresh to the festival scene. Usually, the festival is very boho so we thought the pieces should represent something different. I’m a big advocate for being comfortable no matter what – that’s how I feel empowered through my look. When you go to a festival, you’re always moving around so I created pieces that were comfortable but still extremely cute and all go together”.

The offer includes athleisure-inspired pieces such as neon biker shorts and a crop top, a matching silver metallic nylon sports windbreaker and shorts with paneled details and drawstring waist. There’s also a softly tailored shirt and shorts set made from organza, as well as a cropped long-sleeve metallic shirt and vintage-style T-shirt featuring an image of Skye as a motif. The accessories offer comprises bucket hats in neon and a bandana.

The launch happens on the same day as H&M drops its full Johanna Ortiz collaboration collection in-store and online following the small pre-collection of four dresses unveiled earlier.

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