H&M is a company known for making a splash, whether through its shockingly affordable prices or its headline-grabbing events.

Capitalizing on the latter, the Swedish retail giant is launching H&Mdenim, a new line of high-premium denim that will feature 100 different styles for men and women, available in a slew of washes and shades, featuring special touches like grommets and rhinestones. The line, which will range in price from $39.90 to $69.90, hopes to catapult H&M into the denim market, an area that the company hasnÂ’t been known for in the past.

A special advertising campaign—which will, nationally, run exclusively in the September and October issues of Interview magazine as well as other regional publications throughout the country—has been created by controversial lensman David LaChapelle to accompany the denim launch, scheduled for the end of September. A pre-launch of select styles is currently in H&M stores now.

To celebrate the occasion, H&M will host a party along with LaChapelle and Interview magazine at Splashlight Studios on September 14 during Fashion Week. At the event, guests will view a six-minute short film developed by LaChapelle that features Mary J. Blige and former American Idol contestant Tamyra Gray wearing H&Mdenim. In addition, as part of the companyÂ’s media plan, the short film will play during previews in select movie theaters across the nation.

--If you haven't checked out H&M, you really should. To my Indy readers, we're getting one at Circle Center. I know this is a favorite "label" of many of my readers, so I wanted to make sure I posted this.

Posted by: Lawrenkm at 08:05 AM | Comments (1) | Add Comment
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