The giant that is Hennes & Mauritz´s H&M group celebrated along partner Seventeen Magazine the launch of their most recent campaign addressed to one of the world’s basics: denim.
The understated piece, considered by many a necessary item in anyone’s closet is the new focus for the swedish’s brand newest campaign titled *Denim Days*. It was Yves Saint Laurent who onced stated he wished he had invented blue jeans, and Andy Warhol who mentioned he wanted to die in a pair; but is the timeless allure of the simplicity, and bendible expression that H&M is celebrating.
CW‘s new hit show actress from The Carrie Diaries: AnnaSophia Robb hosted the celebration along 300 attendees who enjoyed 25% discounts, americana-themed sweet treats, a mix of great tunes and customization of thier favourite denims at the fifth avenue store in New York City.
AnnaSophia Robb was in head-to-toe H&M and stated during interviews: “I love H&M because it’s affordable and that’s where I shop. It’s accessible to girls my age and to women in general and it’s fashionable”.
Availability including all fits and styles, from classics to new designs, for men, women, teen and kids, H&M is aiming to be the perfect staple for any wardbrobe.
Photography by Greg Mitola