This season, H&M India launches its linen collection which features fresh classics and captures the essence of comfort and effortless ease. The campaign, featuring singer and songwriter, Armaan Malik, embodies the message of freedom to be your own self. It showcases the essence of the freeing feeling of authenticity and how you can only liberate yourself to be the unique you.
As we enter the world of Linen, we discover how free-flowing and breezy self-discovery can be. Spring elevates playfulness, it helps us bloom and encourages us to be free-spirited, soulful, and yet maintain the uniqueness of our identities. It motivates us to become the flow instead of going with the flow and that is exactly what the campaign aims to achieve.
This season’s key garments are the linen long sleeve shirts, the linen tees, relaxed fit resort shirts, along with pull-on trousers and shorts both in relaxed fits. The silhouettes and colours give the collection a fresh and light feel through neutral shades along with playful prints.
The campaign film shows Armaan Malik lounging around the beach on a wonderful breezy afternoon. Donning various pieces from the collection in soothing neutral and pastel tones, the linen edit is the perfect addition to his summer wardrobe.
“I’m so excited to be working with H&M for a collection where each piece is so fun and effortless and resonates with my own style so much! It’s always a plus to find clothing that’s not only comfortable and on trend but also kind to the environment – and I’m glad that the brand has been making strides to achieve just that,” says Armaan.
“We’re very excited to collaborate with Armaan Malik for H&M India’s linen campaign that truly celebrates the uniqueness in each one of us. Classic menswear pieces, relaxed tailoring and more sustainable materials combined to create a modern range of everyday wear,” says Amit Kothari, Regional Marketing & Communications Manager -South Asia.