H&M in major denim push with Denim for All campaign

By

Sandra Halliday

Published
Feb 2, 2018

H&M admitted to making product missteps when it released its Q4 results and it’s doing everything it can for the new season to make sure that doesn’t happen again. Its latest initiative is a new push behind its denim offer with the inclusive focus of the “Denim For All” campaign targeting a wide as possible consumer base and, hopefully, helping to put its ‘racist sweatshirt’ nightmare behind it.

“Wear denim your own way at H&M this spring,” is the theme with the company backing fresh silhouettes, coloured denim “and a new passion for double denim looks.”

The new campaign to promote this “highlights the diversity of denim at H&M this season.” Starring actress and model Suki Waterhouse, alongside Anaïs Gallagher and Adonis Bosso, the campaign features music sung by Waterhouse herself. 

A wide range of the denim pieces for women, men, Divided (its streetwear concept) and kids have just debuted in H&M stores worldwide and on hm.com.

The company is putting support behind blush pink and yellow denim jackets for women, styled with boyfriend jeans, as well as a long reworked denim skirt with stitch details that has a vintage look. There are also wide denim pants held by a tied denim belt, as well as the expected faded and torn jeans. 

Meanwhile blue denim jackets are embellished with patches and embroidery and oversized white denim jackets are decorated with pearls.

For men, the look is lower-key in distressed or ‘clean’ denim, and it’s targeting Gen Z girls with patchwork denim jackets, denim slip dresses cut from two contrasting cloths, and high-waisted jeans.