Swedish retailer H&M has announced British musician Florrie as the face of its spring campaign and to celebrate, the singer even released the video for her new song “Too Young To Remember” on H&M’s site.
H&M is no stranger to teaming up with the music world, from collaborating on various high-profile initiatives to founding the H&M Loves Music ad campaigns, which support up-and-coming artists. Plus, for those of you who love a good festival, the company is even teaming up with one of the biggest around, Coachella, for which it will release a co-branded clothing line later this year.
If you’re not too familiar with Florrie, all you need to know is that she’s a model/self-taught musician who’s previously worked with Pet Shop Boys and Kylie Minogue, and most importantly, she’s being tipped for big things by just about everybody.
The H&M spring campaign sees her wearing a mix of soft boho-style pieces that are particularly perfect for the festival season, but also feature something for everybody. Shot in New York with Mariano Vivanco, Florrie even got a say in compiling the outfits for the campaign.
For now, whilst you’re waiting for her full spring campaign to launch, you can check out her music video below.