Trend Alert: Foxes for H&M Loves Music Divided Campaign

Wednesday, July 01, 2015


"If our love is insanity, why are you my clarity...." If you don't know who is Foxes, you might probably know that she's the vocal for this song "Clarity", by Zedd.

H&M is proud to announce that British singer-songwriter and Grammy Award winner Foxes will be the face of a new campaign this July, featuring the first looks from Divided for Autumn 2015.

The campaign was shot in Los Angeles, with Foxes wearing a cool mix of new season essentials: bomber jackets, varsity sweatshirts, slogan T-shirts, mini skirts and bootcut jeans. The collection will be available in selected H&M stores worldwide, as well as online, from mid July. 


“It was so much fun shooting the H&M campaign. The clothing has tons of character, which means you can really play with the looks and the best thing is it all still feels like me,” says Foxes. 

It’s a playful mix that allows for experimentation with personal style, like a sheer mustard lace top, a long black fluffy-knit sleeveless cardigan, or ethnic print mini shorts. Accessories are essential to the look, especially wide-brimmed hats, and chunky-heeled platform boots. 


“Foxes has the perfect style for this campaign – her effortless look is so inspiring. It’s about a mix of fun pieces that can be worn together in so many different ways,” says Pernilla Wohlfahrt, H&M’s Head of Design.

We can't wait to shop the new line when it launches mid-July in H&M stores!

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