H&M (Hennes & Mauritz) is a Swedish multinational clothing retail company, known for its fashion clothing for men, women, teenagers and children. The company was founded by Erling Persson in 1947 when he first opened his shop in Sweden. The shop called Hennes initially was exclusively for women fashion. In 1968 Persson acquired apparel retailer Mauritz Widforss after which it included menswear collection in its product range and changed the name to Hennes & Mauritz (H&M). With its presence felt around the world with more than 4,553 stores, the company is now making a significant presence online, with online shopping available in more than 33 countries. The motto of the brand is to make fashion sustainable for everyone.
The company since its beginning has collaborated with many high-end fashion houses to make it reachable to a large number of people. H&M group of brands includes COS, Monki & Other stories, Weekday and Cheap Monday, as well as the H&M home, sportswear and beauty brand. In 2010, for the first time, it launched a full fashion collection made from sustainable materials and soon after that ‘Garment collection’ was introduced in 2013 where customers could dump their old clothes for reuse or recycle.
But that’s not all, the company has a very different way of announcing their collaboration or collection with short films that not only helps them in marketing in all the right ways but also leave a sweet message. This year’s The Weekend fall Collection offers such stylish pieces from the pussy bow blouse for the workplace to oversized jumpers that can be worn as a dress for parties. According to the head of design and creative director Pernilla Wohlfahrt, the collection is all about fearless attitude. It’s about tailoring and enhancing female silhouette. There are ultra feminine details but with that street and punk influence for a hard-edged yet sophisticated look.
With Christmas just around the corner, all the fashion houses are trying their best to attract the customers with their out of the box advertisement and great collections to showcase. Keeping up with that recently H&M revealed a short film directed by Johan Renck, promoting their Holiday 2017 collection. Featuring Nicki Minaj and Jesse Williams, the story is unlike any stereotype fairytale. For over 3 minutes, the video is a take on the modern world fairytale, featuring Nicki Minaj and Jesse Williams as a couple and their daughter. As the father starts telling his little girl a story, the viewers are taken to a parallel world, where the evil brother of Santa Claus, played by Turturro steals Christmas presents of children from everywhere. As the story unfolds, the little girl sets out to find the evil Santa, meeting on her way Wisest Thingy, played by Nicki Minaj and Williams as the fastest fairy. Although neither of them could help her, she continues along her path and magically finds the address of the evil Santa, making him swear to never steal any presents.
The story is filled with hope, optimism and ends on a perfect note giving a message of generosity and courage.
With such inspirational talents adding AN extra magic to the film H&M’s head of design and creative director is hoping the customers to love the film and how fashion is represented throughout the holiday season at H&M.
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