H&M launches Namie Amuro collection across Japan and Asia

Fast-fashion retailer H&M launched into a collaboration campaign with J-pop superstar Namie Amuro (安室奈美恵) Wednesday, with the 40-year-old singer taking an ambassadorial role for an early-summer collection of ladieswear from the Swedish brand.

Stores across Japan, as well as in Taiwan, Hong Kong, and Macao began selling the Namie Amuro collection this morning which consists of 10 ladieswear items and 10 accessories. From floral one piece dresses to printed t-shirts, the collection covers a range of styles that encompass the latest fashion trends to the basic and the casual. 

(Items from the Namie Amuro x H&M campaign collection)

The Namie Amuro x H&M collaboration is the realisation of repeated efforts by H&M to work Amuro which even saw the brand publish an open letter addressed to the singer in a newspaper as part of their promotion of the collection for which the star is now the ambassador.  

The chance to work with Amuro has come just in time for the retailer, with the singer having rocked the Japanese music industry, reducing fans to tears in the process, last year after announcing her decision to retire from show business in September of this year after some 25 years at the top of the industry.

In celebration of the campaign H&M also released Wednesday a “making of” style video short taken from a photoshoot with Amuro, the images of which were published earlier in April.

“I know that artists from around the world have been appearing in H&M’s campaigns but even though this is an expansion to Japan and Asia, I was surprised at the timing. When I got the offer with such a heartfelt letter, I was really happy.” said Amuro in an interview during the shoot. 

“I think that people will be able to see me in a number of styles. If everyone looks forward to the campaign, I will be very happy.” she added.

Fans can view the short video from today until May 16 on H&M’s YouTube channel.

H&M stores across Japan will also, from today, display visuals and collection items from the Namie Amuro x H&M campaign in their windows with some branches displaying even larger campaign sign boards.  

While music played in H&M stores is typically western style, during the release of the campaign video, stores will be play music from Amuro herself with tracks having been selected in a vote by members of brand’s staff.

(H&M store displays a sign board as part of the Namie Amuro x H&M campaign)

H&M Hennes & Mauritz AB (pub) was founded in Sweden in 1947 and is listed on the OXM Nordic Stock Exchange in the Swedish capital Stockholm. Operating under the concept of providing sustainable, quality fashion at the best prices as of fiscal 2017 H&M has grown to encompass more than 4,700 stores, including franchises, in 69 markets around the world with sales for the year of 222 billion Swedish krona.