The campaign was shot in Los Angeles, with Foxes wearing a cool mix of new season essentials: bomber jackets, varsity sweatshirts, slogan T-shirts, mini skirts and bootcut jeans. The collection will be available in selected H&M stores worldwide, as well as online, from mid-July.
“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,” says Foxes.
It’s a playful mix that allows for experimentation with personal style, like a sheer mustard lace top, a long black fluffy-knit sleeveless cardigan, or ethnic print mini shorts. Accessories are essential to the look, especially wide-brimmed hats, and chunky-heeled platform boots.
“Foxes has the perfect style for this campaign – her effortless look is so inspiring. It’s about a mix of fun pieces that can be worn together in so many different ways,” says Pernilla Wohlfahrt, H&M’s Head of Design.