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H&M Divided Autumn-Winter 2009/2010 fashion collection
The main fashion concepts of the Swedish clothing company H&M are more generic and traditional than its concept called “H&M Divided”, which offers fashion with a young look. Of course, that is a logic move. In this way, H&M Divided is a more risky concept, so an adaptation to the preferences of a younger public could be achieved (after all, that is the target group).
The chosen context for the new H&M Divided campaign shows an interesting thing: Apparently, in the upcoming cold seasons, the city and some urban concepts will become secondary priorities for some fashion brands. Instead, other elements such as mountains, nature, and an “outdoors-style of life” will prevail.
This H&M Divided collection also includes really large checkered prints, which were a characteristic of the grunge generation in the 1990s: A generation that imitated the informal style of some rock stars like Kurt Cobain, the rock singer who was an adored and admired icon. He is a reference point in the young fashion of that decade.
Besides the checkered prints and the grunge style, the animal print is also present. It is a trend which many fashion brands are following at the moment.
Colors are very important for H&M. And this time the clothing company has opted for earth colors, instead of including just cold and dark colors.
More pictures (click on them to enlarge):
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