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.

Exclusive Interview: Freja Beha Erichsen The Face Of H&M Studio

The H&M Studio campaign starring Freja Beha Erichsen

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.

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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.

Freja Beha Erichsen The New Face Of H&M Studio

Freja Beha Erichsen walking the catwalk in Paris for H&M Studio (wearing her fave hat from the collection)

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.

On beauty:

Beauty to me is being oneself. Natural beauty.

Exclusive Interview: Freja Beha Erichsen The Face Of H&M Studio

The collection was designed by a dedicated in-house design team at H&M

Exclusive Interview: Freja Beha Erichsen The Face Of H&M Studio

Freya was the perfect model for the campaign

H&M Studio autumn/winter 2016 collection hits selected Dubai stores on September 6.

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Images: supplied