H&M has exclusively premiered the new single and video of British musician Florrie as part of its Love Music campaign.
The campaign kicked off in March last year as the fashion brand looked to align itself with up and coming stars of the music industry.
It launched with dubstep and electro producer Nucleya and since then the brand has collaborated with Lykke Li, pop star Robyn and techno duo Röyksopp.
To further cement the music association, the Swedish retailer has also announced that it has become an official sponsor of Californian-based music festival, Coachella, and will launch a co-branded collection head of the event.
Florrie will front the brand’s spring campaign.
Emma Grede, chief executive of ITB Worldwide, which brokers partnerships between entertainment, fashion and talent for retailers and brands, said the latest collaboration by H&M shows how brands are increasingly finding ways to leverage exclusive, premium content to appeal to their audiences in a more meaningful way.
“H&M has a strong heritage of aligning itself with top talent; working with up-and-coming musicians like Florrie is a great way to create an affiliation with young consumers and ultimately generate further interest in the brand’s core product offering,” she said.
“For Florrie, this big ticket partnership will be an invaluable platform to reach a relevant audience of this scale as she grows her music career.”