This May, emerging Swedish pop singer Zara Larsson is releasing her debut capsule collection with fast-fashion retailer H&M.
“Fashion is an important part of how I want to present myself on and off stage and I love how it makes me feel,” Larsson told Billboard. “I feel very lucky as an artist to have been able to work together with the H&M design team to create a collection inspired by my own personal style.” For her, the collection’s “strong theme of empowerment and feminism” means a mix of edgy athleisure and plenty of pink details.
In the ad, Larsson is sporting a cropped body-conscious black bustier ($29.99) paired with an oversized gray velour zip-up hoodie ($39.99) and matching tapered-bottomed joggers ($49.99).
According to Pernilla Wohlfahrt, H&M’s Head of Design, Zara’s ‘forward thinking attitude’ and ‘positive coolness’ inspired the collection’s creative direction. “Her style is so much a part of who she is; unique, strong and feminine,” Wohlfahrt told Billboard. “Zara has been very involved, working closely on the design and look with the whole team here at H&M. She gave a lot of invaluable input into her universe and way of expressing herself.”
H&M is no stranger to working with musicians. Last September, the retailer selected Chance The Rapper to front their collaboration with LVMH-owned brand Kenzo. And in February, The Weeknd exclusively previewed his ‘Spring Icons’ collection on Billboard Style.
“For us, the most important thing is that we collaborate with personalities that hold a unique style and have a high knowledge about fashion,” adds Wohlfahrt. “Music and fashion have always inspired one another. I think this will be ongoing phenomena.”
The Zara Larsson collection will be available on May 18 in H&M stores worldwide and online at HM.com.