They had us at Freja Beha Erichsen.
Proving the power of the high street is a commanding one, H&M have once again nailed their marketing for their latest collection.
While their recent high end collaboration with Kenzo saw them cleverly using a variety of artists, young creatives and activists to model their line – instead of your overused ‘influencers’ – their autumn/winter 2016 campaign went further.
The Swedish brand have signed up Danish model Freja Beha Erichsen to be the model and face of the H&M Studio autumn/winter 2016 collection.
Dubbed the Queen of Cool, Freja’s effortless chic is one that is envied by women across the globe.
A modern-day Jane Birkin, every look she wears becomes the most covetable, which is why her new appointment by H&M is a genius move for the brand.
Ahead of the collection launch in Dubai – the Studio line hits stores on September 6 – we interviewed fashion’s most humble star:
On her infamous style:
[I like to call it] relaxed, simple and utilitarian.
On being a top model:
I’ve been very fortunate to be able to travel all around the world and work with so many amazing and innovative people. It’s really a dream come true.
On shooting the H&M Studio autumn/winter 2016 campaign:
It’s always a great experience shooting with H&M. Everyone is so nice and the days are always fun and full of laughter.
On the collection:
I really like the oversized jackets and coats. I could see myself wearing all of them. I loved how the collection was feminine but also very strong at the same time. It embodies confidence.
On her favourite pieces:
It would have to be the oversized coats and the black long sleeve velvet dress… and the hat I wore in the show.
On her top tips for shopping at H&M:
I suggest going for wardrobe staples like a good white T-shirt, or a versatile blazer or coat.
On life outside of fashion:
Reading, hanging with my friends and family, exploring the streets of new cities.
Beauty to me is being oneself. Natural beauty.
H&M Studio autumn/winter 2016 collection hits selected Dubai stores on September 6.