H&M by Zara Larsson, Amazon Fashion President Steps Down
H&M by Zara Larsson, Amazon Fashion President Steps Down
H&M has revealed a collaboration with European popstar Zara Larsson, set to launch May 18. At 19, Larsson is set to release both her first album, titled So Good, and this collaboration in the coming months.
Girl power is a major theme of this collaboration, a theme pushed by Larsson. “I encourage girls to support other girls,” she told H&M during an interview. “It’s consistent in everything I do. I know that girls are raised – or at least grow up – to think it’s natural for them to be compared to others. Look at what people are doing to North [West] and Blue Ivy. Those beautiful girls have barely turned five and people are already putting them against each other. Can a girl just live?”
Image courtesy of H&M
Larsson chose to emphasize the color pink, a symbol of both feminism and femininity for the young artist, and as she told H&M because,“everyone looks good in it.” Graphics and slogans, like “cats against catcalling,” will be featured in the collaboration, decorating body-hugging tops and shorts, a t-shirt dress, oversized sweatshirts and more. Mesh, denim, cotton jersey and velor will make up the pieces, in bright pinks, black and silver. “I am really excited to finally share my collection with H&M,” Larsson told the brand. “I have had so much fun working with them to design pieces and create a campaign that reflects my personality. I can’t wait to see how girls everywhere wear the pieces to add to their own personal style.”
Image courtesy of H&M
The collection will be available May 18 online and in select H&M stores.
As Amazon Fashion continues to gain traction, CEO Cathy Beaudoin is making her exit. According to a spokesperson for Amazon Fashion, “Cathy Beaudoin has decided to step down from her position as president of Amazon Fashion. Given the momentum of the business and strength of the team, she’s decided now is the right time to pass the baton. We thank Cathy for her tremendous contributions to Amazon Fashion and wish her all the best.”
As the president of Amazon’s new and largely unfamiliar venture, Beaudoin was responsible for developing this arm of the company and showing the industry at large the potential therein. “None of the algorithms Amazon built are applicable to fashion,” Beaudoin said in 2015. Along with recruiting labels to sell through Amazon, the company has been focusing on in-house lines, ranging from sportswear to lingerie.
“Our goal is to make Amazon the best place to buy fashion online,“ said a spokesperson from Amazon in a statement last month. „It’s important that our customers can find exactly what they’re looking for so we’re constantly exploring and testing ways to do just that.” With such success and experience, not to mention data, already behind it, the online shopping giant is making a convincing case for it.
H&M by Zara Larsson, Amazon Fashion President Steps Down
