With hot denim lines sprounting every week, H&M invented a completely new way of introducing stylish yet affordable denim solution to the urban soulful soul.
With hot denim lines sprouting every week, H&M invented a completely new way of introducing stylish yet affordable denim solution to the urban soulful soul.
To promote the new denim line, aptly called &Denim (pronounced like “en-denim”) Swedish-based fashion retailer invited visionary David LaChapelle to create a movie that would perfectly translate the love of clothes to the love of man and a woman.
With a heart-tearing soundtrack by Mary J. Blige, the movie by David Lachapelle plays on every romantic chord (at least in female heart) – and prompts to renew the denim arsenal, too.
Mini-movie starring American Idol Tamyra Gray and a dancer Gus Carr, tells the eternal love story of Romeo and Juliet. Romeo, dressed in white jacket and jeans from the newest collection, courts Juliet who changes several outfits and finally gets to the tragic finale in the most flattering pair of jeans.
While Dove and Nike advertise with cellulite hips and bulging bellies, H&M casts two stars that look like real people, too. But pretty people, mind you. And again, just like inviting Chanel’s Karl Lagerfeld to design a pair of 50-dollar trousers, H&M goes over the head to combine stardom and reality. “You see people, not models,” says Christian Bagnoud, “You can’t fool people. You have to be natural.”
Speaking of the style of &Denim, Christian Bagnoud of H&M Canada says: “These jeans are more stylish. They have lots of details, embellishment on pockets, different shapes for men and women, lots of shades.”
Are there any key looks in denim we should be watching out? Narrow jean is considered very “in” right now, but a “low-waist, flared denim is still popular,” says Christian Bagnoud, wearing a narrow &Denim jean with pinstripe jacket and a white shirt at the movie premiere in Toronto’s Gladstone Hotel.
And for the season’s hottest looks, denim looks best with ultra-feminine silk blouses and camisoles; another key look would be an oversize, perhaps over-the shoulder jacket or a tunic.
“Jeans match with anything,” says Christian Bagnoud.
”Always wear completely clean underwear every day because you never knew when you were going to be knocked down and killed by a runaway horse and if people found you had unsatisfactory underwear on, you'd die of shame.”
New postulate: always wear completely fabulous pair of jeans because you never know when you are going to be knocked down – or fall in love.
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