The brand's Divided label has a new face and pop-up residency.
Foxes For H&M

While her Grammy award’s pal Sam Smith last week picked up a Balenciaga campaign and Katy Perry likewise claimed the holiday season™ at H&M, Foxes has bagged herself an Autumn Winter hook up, as the face of the latter’s contemporary offering, Divided. 

Already ABIGTHING in Japanese branches of the Swedish chain (thanks Twitter), this week the new lines will fill shelves in a special pop-up store, set to open off Brick Lane on Thursday.

Comprised of just 17 pieces so far, the H&M Loves Music arrangement boasts typical ‘rock’ vibes courtesy of Foxes branded tees, ripped denim, leather skirts and an on point black bomber jacket.

Says Louisa Rose Allen of the LA shot campaign: “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.”

The accompanying pop-up, at the Old Truman Brewery, will last six weeks and provide a greater high than cash flashing, as DJ’s, music pods and ‘innovation workshops’ flood the premises.

“East London has a very different vibe to any of our other locations throughout the UK,” notes the brand’s UK and Ireland Country Manager, Carlos Duarte, “which makes this pop-up launch so exciting and in the perfect location to present the collection.”


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