H&M links with Netflix for Stranger Things collection
today May 9, 2019
Links between fashion or beauty brands and major cultural moments are becoming increasingly more important for selling product collections so it's no surprise to see that Swedish fashion retail giant H&M is linking up with Netflix for a Stranger Things collaboration.
The international hit TV show is heading into its third season and its appeal for the Gen Z and Millennial consumer groups doesn't seem to be waning.
The new H&M capsule collection centres around the Hawkins Community Pool and features a Stranger Things-inspired range of clothing, swimwear and accessories for both women and men. It will be available in stores worldwide, as well as on hm.com, from May 23.
Netflix is introducing new locations in the fictional town of Hawkins for season three and H&M has exclusivity to carry the show’s storytelling into the realm of fashion with the summer capsule.
So what do we get with this collection? No surprise, given the theme, that there are graphic T-shirts and tanks, shorts, playsuits, swimwear and a range of poolside accessories. The Stranger Things logo will be featured on various garments and accessories.
The collection has been designed both as a homage to the 1980s styles of the show and lazy summer days by the pool, the latter feature helping to give it a wider appeal beyond fans of the TV show.
It was designed by H&M´s in-house team in collaboration with Netflix, and offers up silhouettes that “are retro modern in the Stranger Things colour palette of black, red and white alongside fuchsia pink and teal for some of the women’s garments.”
Given how much of a boost hit TV shows can give to fashion brands (as last year’s season of Love Island proved many times over), it’s significant that some of the collection’s pieces will also be seen in the series.
The collection will be marketed via a campaign starring Dacre Montgomery, who plays Billy Hargrove in Stranger Things. It was shot by British fashion photographer and director Matt Jones.
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