H&M are really upping their fashion-game for 2013. Not only have they made waves in the last couple of week; announcing the launch of their Conscious Partywear Collection and releasing the first images of Beyonce as the face of the summer collection, the Swedish high street brand are proving just how on-the-pulse of fashion their talented fingers are, with a new model-inspired range.
The New Icons line takes street-style influences from four of fashion’s leading models; Joan Smalls, Daphne Groeneveld, Lindsey Wixon and Liu Wen.
Not only is the New Icons range based on the personal styling of the foursome, but they also star in the campaign for the collection. Featuring model-off-duty staples such as the classic black leather jacket, about which Wen says, ‘These days I feel that every girl needs a perfect leather jacket to give themselves a cool factor. The jacket in this collection is amazing – [the whole collection] really fits into my personal style and it’s something that I will definitely wear on a daily basis.” It also includes a lace mini skirt, frayed denim cut-offs, embellished vests and plain tees. There is also a range of edgy, tough-luxe accessories, including ankle boots, bags, wide-brimmed hats and jewellery.
Joan Smalls says of the range, “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. I loved the look I was wearing because it’s something I would see in the store and would want to wear.”
The New Icon collection will be available in stores in April.