H&M is taking on sportswear giants such as Nike and adidas with its new move. The retailer has teamed up with international tennis player Tomas Berdych, who is ranked 6th in the world, to “mark a new chapter in the relationship between sport and fashion.” The global sports star will wear the clothes of the brand on and off the court and will also work in a tie-up with the H&M design team, developing a unique tennis collection, which is to arrive in stores later this year.
H&M
Celebrated director Jonas Åkerlund, who collaborated with such brands as Stoli, Dior and Martini to name but a few, has created a movie for H&M. The Swedish apparel retailer focuses on style and exquisiteness in a new 5:45 film starring actor Joel Kinnaman, promoting the Fall/Winter 2012 collection for men. The brand tells a story of a guy, who is riding in a cab along rainy night streets of London and sees many interpretations of himself (even on banknotes and graffiti murals) everywhere in different apparel.
H&M is continuing its philanthropic initiative ‘Fashion Against AIDS,’ launched back in 2008, which a new extension. This time the retailer is calling people from all around the globe to contribute to the cause by… kissing, which is probably the most pleasurable way to get involved. H&M is inviting to visit the www.fashionagainstaids.com digital hub and upload a picture of your kiss—for every entry, H&M will donate $1 to HIV/AIDS prevention. At the moment, there are already over 14,000 images from 109 counties uploaded, so the hub has already helped to generate over $14,000—the sky is the limit.