The H&M Edition autumn 17 collection

Aaron Bobrow, H&M Edition

Stockholm, SWEDEN, 2017-Oct-04 — /EPR Retail News/ — The biggest trend in menswear right now is about the perfect staple pieces, as proven by the H&M Edition autumn 17 collection. It’s the second season from H&M’s new premium menswear line of timeless pieces, building on its core belief that it’s the precise details that count. The campaign features the American artist Aaron Bobrow, a young creative who typifies the H&M Edition world. Following its online debut in March, H&M Edition will now also be available in all H&M stores that carry the men’s Trend concept, from October 19.

or autumn 2017, there’s a fresh focus on smart functionality, whether it’s the precision of a re-examined wool parka, the padding of a zip-up leather jacket, the texture of boiled wool check sweater or the exact cut of a 5-pocket pair of jeans. A grey wool cashmere coat nods to tradition, while a zip-up plaid jacket brings the country to the city.

“This season is our first chance to define what H&M Edition means for the colder months. We wanted to elevate these staple pieces, focusing on the exact cut and fit to make them essentials of the new male wardrobe,”  says Andreas Löwenstam

With the H&M Edition wardrobe, utilitarian looks are perfect for everyday of the week, like a down padded nylon hooded jacket in khaki, with functional pull gathers at the hem, and the protective padding of a black leather zip-up jacket. When the line is tailored, it’s also unstructured, like a rounded-shoulder grey wool cashmere coat, with a texture that gives it the right amount of shape. A wool mix plaid zip-up jacket is like a blanket from the countryside, bringing the outdoors to the urban environment.

The search for the exact cut of pant has led to H&M Edition’s 5-pocket denim jeans, this season in black, with a precise slim fit, as well as a pair of wool slacks for a more formal twist. Wool sweaters have compact texture, in either grey V-neck or faded Mohair/Alpaca check. Crewneck cashmere sweaters with a V-notch detail comes in black or soft purple, and a rounded lace-up shoe has a chunky rubber sole as a punctuation point to the H&M Edition look.

SOURCE: H & M Hennes & Mauritz AB


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David Beckham reunited with Kevin Hart for new Modern Essentials selected by David Beckham campaign for H&M

David Beckham reunited with Kevin Hart for new Modern Essentials selected by David Beckham campaign for H&M
David Beckham reunited with Kevin Hart for new Modern Essentials selected by David Beckham campaign for H&M


STOCKHOLM, SWEDEN, 2016-Sep-18 — /EPR Retail News/ — Bringing together one of the world’s biggest icons with the global comedy star, David Beckham has reunited with Kevin Hart for the new Modern Essentials selected by David Beckham campaign for H&M. The commercial is set on a road trip, picking the story up from their first commercial where Kevin prepared to play the role of David in a biopic film. This new campaign, with David and Kevin wearing identical looks from the autumn/winter 16 collection, follows Kevin’s plans to star in “I, Beckham: The Musical”. The full commercial launches on September 26.

“I loved shooting the first campaign with Kevin for H&M so much; we just had to do a sequel. This time we’ve pushed the story even further. I hope everyone likes it, we certainly enjoyed filming it,” says David Beckham.

“It’s great to have the opportunity once more to show the world what everyone really knows, that I am the true inspiration for David Beckham’s style. He copies everything from me,” says Kevin Hart.

The new campaign follows David and Kevin on a road trip from Los Angeles to Las Vegas, supposedly to meet financiers for a new Vegas musical. Along the way, Kevin’s commitment to his role as David gets even more extreme. For the campaign, David and Kevin wear two looks from the collection: a zip-up flying jacket with fake fur collar worn with a turtleneck, and a block stripe knit sweater.

“David and Kevin look so sharp in the campaign. Modern Essentials is a collection for men to have great personal style no matter where they find themselves. The flying jacket and stripe sweater are new wardrobe essentials for men all round the world,” says Andreas Löwenstam, H&M Head of Design Menswear.

The campaign was once again directed by Fredrik Bond, responsible for the last two David Beckham commercials for H&M. It was filmed outside of Los Angeles in May, with David sharing on an on-set image on Instagram to reveal his new campaign with Kevin.

The autumn/winter 16 Modern Essentials selected by David Beckham collection will be available in every H&M store that carries menswear, as well as online, from September 29.

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Source: H&M