This season, H&M India launches its linen
collection which features fresh classics and captures the essence of comfort
and effortless ease. The campaign, featuring singer and songwriter, Armaan
Malik, embodies the message of freedom to be your own self. It showcases the
essence of the freeing feeling of authenticity and how you can only liberate
yourself to be the unique you.
As we enter into the world of Linen, we discover how
free-flowing and breezy self-discovery can be. Spring elevates playfulness, it
helps us bloom and encourages us to be free-spirited, soulful, and yet maintain
the uniqueness of our identities. It motivates us to become the flow instead of
going with the flow and that is exactly what the campaign aims to achieve.
This season’s key garments are the linen long sleeve
shirts, the linen tees, relaxed fit resort shirts, along with pull-on trousers
and shorts both in relaxed fits. The silhouettes and colours give the
collection a fresh and light feel through neutral shades along with playful
prints.
The campaign film shows Armaan Malik lounging
around the beach on a wonderful breezy afternoon. Donning various pieces from
the collection in soothing neutral and pastel tones, the linen edit is the
perfect addition to his summer wardrobe.
“I’m so excited to be working with H&M for a collection where each piece is so fun and effortless and actually resonates with my own style so much! It’s always a plus to find clothing that’s not only comfortable and on trend but also kind to the environment - and I’m glad that the brand has been making strides to achieve just that” Says, Armaan
“We’re very excited to collaborate with Armaan Malik for H&M
India's linen campaign that truly celebrates the uniqueness in each one of us.
Classic menswear pieces, relaxed tailoring and more sustainable materials
combined to create a modern range of everyday wear.” Says, Amit Kothari, Regional
Marketing & Communications Manager -South Asia.
The
collection starts from INR 699 and will be available from the 14th of April in
all H&M stores as well as online on hm.com and Myntra.
