VIDEO: Karlie Kloss for H&M Fall/Winter 2011
Okay, by now we have already figured out at least part of H&M’s business model. Make trendy, inexpensive clothes and get an “it” model to front the ad campaign so they end up looking like trendy, expensive clothes.
That’s what they did with Gisele Bundchen for Spring/Summer 2011, and they’re doing it again for next season’s collection.
American model and ballet dancer Karlie Kloss has been enlisted to inject an ample dose of high-fashion into the budget collection, and can we just say we’re impressed by how much pricier the 18-year-old beauty has managed to make the clothes appear.
The fast-fashion brand explores the darker side of fashion and gives the upcoming collection an indie gothic appeal with a touch of vintage tailoring. We can see how some of the pieces will inevitably be added to any smart shopper’s Fall 2011 must-have list, and we’ll definitely be surprised if the fringed dress, printed silks or the beige cape does not sell out the first week it hits the stores.
Check out the rest of the looks in the gallery and video look book below.