If you haven’t yet realised, H&M has a newly launched winter campaign sporting this seasons hottest must have pieces. This campaign not only reveals the latest chic comfort pieces but also speaks to freedom of expression through fashion, highlighting the diversity in beauty amongst women. Rules were meant to be broken right?! So do YOU this winter and don’t shy away from trying out different textures, layering and stepping out of the box now and again.  

Led by Avatar Agency Cape Town, and shot by Mzi Khumalo, this is the very first  South African produced 360˚ campaign… and where better to have it produced than downtown Joburg

Our new campaign brings the playful, fashion-first ethos of our brand to life, allowing our customers to explore and express their sense of self through our diverse winter offering.Elbré Kitshoff, Marketing Manager of H&M South Africa

Coinciding with the TV commercial, a below-the-line campaign shot by talented photographer Niquita Bento can be seen across social media platforms including myself alongside seven other fashion influencers listed below. This campaign gives you a glimpse of the key hero pieces in stores paired with basics which appeal to each of our unique styles. Much inspiration for this seasons collection is derived from dark florals, romantic prints in bloom and oversized, voluminous knits. You should also keep your eyes open for a great pair of crop frayed jeans as well as vintage high waists. You can take a sneak peak of the behind the scenes here. 

Emma-Jane Menteath

Kenny Morifi-Winslow

Rebecca Arendse

Thandolwethu Tsekiso

Pamela Zokuhle

Keesha Moore

Zoliswa Mbadu

Nabilah Kariem-Peck

We are passionate about fashion and this season we’ve collaborated with influencers who blaze their own trails — or, as we say, “own their slay”

Amelia-May Woudstra, PR & Communications Manager

PS: looking forward to the three new stores H&M will be opening during the second half of 2018 in the following locations

  • Vincent Park – East London
  • Eastgate Shopping Centre – Joburg
  • Centurion Mall – Centurion

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