Fashion brand H&M teams up with singer-songwriter Justine Skye to create Spring 2020 capsule collection for festival season, that features sporty streetwear pieces, body-con and oversized silhouettes. Fashion photographer Tyler Mitchell captured Justine Skye x H&M‘s advertisement, starring Justine herself as the face of the campaign. In charge of styling was Ade Samuel.
With this festival collection, we wanted something that was new and fresh to the festival scene. Usually festival is very boho so we thought the pieces should represent something different. I’m a big advocate for being comfortable no matter what – that’s how I feel empowered through my look. When you go to a festival, you’re always moving around so I created pieces that were comfortable but still extremely cute and all goes together – Justine Skye.
It’s been such a fun and creative process working together with Justine Skye for this H&M Festival collection. We wanted to create modern festival pieces with a bit of edge that were easy to mix and match, and with a fun blend of sporty and feminine silhouettes. Adding the soft neon yellow and silver metallic created that eye-popping freshness we were after and now we can’t wait for the festival season to start – Emily Björkeheim, H&M’s Head of Design Divided.
The Justine Skye x H&M collection will be available in selected H&M stores and online at hm.com from March 12.