Today marks the official launch of H&M’s Spring Collection in Malaysia and online at hm.com The Spring collection will comprise of feminine floral prints, which takes on various shapes that modern women today love. We’re talking flowing dresses, wide-leg trousers, jeans and blouses that come with embroidery, asymmetric hems and layers of ruffles. Hints of red and light blue can be spotted on black and white dominated pieces.
With the collection comes a special campaign film starring actress Winona Ryder and Elizabeth Olsen. The campaign also sees a lineup of other strong women from different backgrounds such as models Andreea Diaconu, Anna Ewers, Imaan Hammam and Naomi Shimada, and singer/songwriter Andrea Valle.
Upon seeing the video, one can tell that it’s all about celebration of women empowerment and friendship. Shot in Buenos Aires, the video sees friends from the local cafe spilling out into the streets.
These are some of the behind the scenes images taken during the film campaign.
As for the print campaign, it was also shot in Buenos Aires starring Andreea Diaconu, Anna Ewers and Imaan Hammam.
Here’s what Elizabeth Olsen and Winona Ryder has to say about being a part of the campaign.
“It was such a thrill to be in Buenos Aires for the H&M Spring campaign, and more importantly, to be surrounded by such a wonderful cast of strong women. The entire experience was incredibly inspiring,” – Elizabeth Olsen
“I loved the way that the campaign really celebrates women in a very authentic way. I found that to be really refreshing and much needed right now in this culture. They are celebrating themselves and each other”. – Winona Ryder
Pernilla Wohlfahrt, H&M’s Design Director was über happy to see how the women were able to express their own personalities through H&M’s relaxed Spring collection .
Here are some of our favourite pieces from the collection.