H&M has been pretty busy lately! Not only did the retailer recently reveal it’s sustainability report and sustainable eveningwear line and debut Beyoncé as the face of its summer campaign, but now H&M is also introducing the New Icon Collection, which is based on the off-duty style of some of today’s top models.
The line was inspired by the street style of Joan Smalls, Daphne Groeneveld, Lindsey Wixson, and Liu Wen, who also star in the campaign for the pre-summer styles. The collection, which will hit H&M stores in April, includes an eclectic mix of influences from which shoppers can pick and choose to create their own “model-off-duty look.”
The collection includes many fashion staples, like a black leather jacket, denim cut-offs, simple t-shirts, and ankle boots. The offerings also include many urban streetwear accessories, including necklaces, wide-brimmed hats, and fringed bags.
Wen loves the leather jacket and says it’s the perfect way for girls “to give themselves a cool factor.” As for the rest of the collection, Wen says it fits into her personal style and is something she’ll “definitely wear on a daily basis.”
Smalls said, “The New Icon collection from H&M is very flattering and suits all of your needs. It’s super cool and for your everyday girl who wants to look great and feel comfortable at the same time.” She loves the looks she wears in the campaign because it’s something she’d pick out while shopping in the store.
Groeneveld is also “happy and proud to be a face of H&M New Icon Collection together with these amazing other girls.” The collection includes many great pieces that can easily be added to any wardrobe. They “always look great” and can be mixed and matched with almost anything.
Sounds like the models think H&M did a great job of capturing their style. Check out the pictures of the collection below to see if you’ll want to add the styles to your wardrobe!