H&M showcases its new Divided capsule collection in a spot featuring British musician Izzy Bizu.
The spot takes viewers on a getaway to the world’s fashion capital, Paris, together with the 22-year-old singer-songwriter hailing from South West London, who’s wearing easy-going styles in stripes and checks, a flirty creped dress, V-neck sweaters, skinny jeans, wide leg pants, and more.
The soundtrack music is Izzy Bizu’s version of the 2016 single “Someone That Loves You” by British electro-soul duo Honne, which was released in collaboration with Izzy Bizu, and included on their debut EP, “Warm on a Cold Night”. The exclusive song will also be played in H&M stores around the world.
Izzy Bizu was announced as the new face of H&M Divided Music’s global campaign earlier this month, on August 10. The Swedish fashion retailer continues thus its committement to supporting and empowering emerging music talent. Izzy, who currently has over 75 million global Spotify streams for her single “White Tiger”, was handpicked by Coldplay to support them on tour in 2017.
“It was a pleasure to collaborate with H&M on this campaign with such a wonderful crew. I really love the collection and look forward to wearing it!” Izzy said of her partnership with the brand.
The capsule collection, now available in stores and online, consists of silhouettes that are a playful mix of volume, while the colour palette consists of a strong red, sky blue and optic white. The collection also includes quilted jackets with hood, viscose shirts, sweatshirts with printed design, sneakers, ankle boots, skirts, felted wool berets, bags, and earrings.