H&M is proud to announce a new collection with streetwear icon Kangol, featuring Mabel, the BRIT Awards Best British Female Solo Artist, as a co-collaborator. The 31-piece collection is inspired by Mabel’s style and features both classic and new Kangol pieces including two co-designed pieces by the artist herself. Mabel and her crew appear in the campaign, and the collection will preview an Instagram Story music video by Mabel, where exclusive Kangol x H&M Instagram filters will let everyone be a self-made star. Kangol x H&M feat Mabel will drop on September 17 on hm.com, as well as in selected H&M stores.
“Kangol are excited to work with H&M and Mabel on this collaboration. The collection perfectly captures the essence of Kangol today, full of fresh updates on streetwear style. We look forward to seeing our global Kangol community wearing Kangol x H&M.” says Hamish Morjaria, Kangol’s Head of Brand Partnerships and Licensing.
“I am so excited about this collaboration with Kangol and H&M! Streetwear is in my blood and Kangol is such a legendary brand. It’s amazing to collaborate with Kangol and H&M, and to share my creativity and my style with a new generation,” says Mabel.
“Kangol x H&M feat Mabel is dream collaboration for us at H&M, uniting an iconic streetwear brand with one of the most authentic and genuine young music artists around. It’s about that 90s streetwear attitude updated for today, a style that Mabel has made her own. There are so many hits, from the famous bucket hat, to the slim midi dress and autumn’s hero piece, the puffer jacket,” says Emily Björkeheim, H&M’s Head of Design Divided.
Kangol is a legendary label of streetwear, instantly recognised for its kangaroo logo. An English brand founded in the 1920s, Kangol’s hats became an essential part of the style that evolved from 80s and 90s hip-hop culture. It’s the same authenticity today that makes Kangol a streetwear wardrobe staple for fans all over the world. Mabel is one of the most in-demand stars in the world right now, with over half-a-billion streams of her tracks such as Don’t Call Me Up, Mad Love and Boyfriend. Mabel writes her own songs and defines her own style, a headstrong attitude of creativity and self-respect that touches everything she does.
With other members of the self-made generation around the world. The filters will be exclusively available on H&M’s Instagram channel from September 10.
Collaborative initiative of major fashion brands and artist is opening wide possibilities for the industry. iDesigniBuy being a customization software provider for apparel and fashion brands is enabling them with digital and tech driven solutions.
Source: PR Newswire