In response to the enduring popularity of jeans, Swedish retail chain H&M is launching a new jeans brand called &denim next month. The new brand, which will be made available in special &denim departments within H&M stores, will offer approximately 100 different jeans per season for both men and women. ” Jeans are the number one staple garment for most of us,” says H&M design director Margareta van den Bosch. “With &denim, we are improving the fit and quality of our jeans and offering our customers a larger, sharper and more versatile selection.”
Jorgen Andersson, marketing director for H&M, adds: “&denim is not just a collection. It’s a brand. And since a pair of jeans is the only kind of clothing where true feelings are involved, we want to create a soulful brand over time.” The new concept is being underlined by a six-minute promotional film, which was shot on the streets of New York . Filmed as a tragic modern love story, the film is accompanied by songs from the musical Dreamgirls, which are performed by Tamyra Gray and Mary J. Blige.
“There’s enough comedy in advertising today,” says Andersson. “And jeans are not about laughs, jeans are love and soul and tears. That’s what we’re trying to emphasize with this tragic and beautiful Romeo & Juliet story.” The film was filmed by H&M Red Room and renowned director/photographer David LaChapelle. It will run in cinemas worldwide, but the company refuses to reveal the ending but did say: “Every pair of &denim jeans is the start of another true denim love story.”
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