Style and attitude at Divided for spring 2005
Young style today is as much a question of personal styling and attitude as about the latest trends. This means that originality and imagination are key words when it comes to looking cool. At H&M, we love to see how our merchandise is translated into highly individual looks. Or how our style conscious clientele mix H&M stuff with designer pieces, second hand bargains or even hand made clothes and accessories. This is the fun of it all; the best style this season is your very own!
When creating the Divided advertising campaign for spring we chose to street cast a group of great looking characters and let them use H&M’s Divided spring collection to style themselves the way they liked. The result: highly personal spring looks, as diverse as H&M’s Divided customers!
For this season the two key trends are 1970’s inspired urban romantic with vintage style folklore, 70’s rock style and handicraft in combination with modern city featuring uniform inspired pieces, ethnic looks and functional street sports wear. Denim is also, as always, an important part of the Divided collection. The hottest jeans for girls and boys this season are made of blue denim, washed out and well worn with rips and even holes. Slim but loose styles are new but 70’s flares are also evident.
Key items:
Cargo jacket
Cargo pants
Cargo skirt
Folklore dress
Harem trousers
Crocheted top
Tie dye prints on T-shirts and dresses
Street art prints
Quilted jacket
College sweater
Nylon jacket
Washed out neon
Summer dress
Denim
Press pictures can be downloaded at www.hm.com
For more information please contact: Annacarin Björne,
telephone: + 46 8 796 57 57,
e-mail: annacarin.bjorne@hm.com