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Anaïs Gallagher for H&M


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Plastic patches, distressed thong jeans and extreme flares - I think we can all agree last year’s denim trends were extreme. Eccentricity was embraced and boundaries tested. And, yet jeans remained the building block of most women’s wardrobes. Honoring this foundation fabric, H&M has launched a new campaign starring Anaïs Gallagher, which celebrates all things true blue for spring.

The press statement explains, ‘it’s about denim for all, with fresh silhouettes, coloured denim and a new passion for double denim looks.’ This is echoed by the Scandinavian label’s Head of Design Pernilla Wohlfahrt, ‘At H&M, we believe denim is for everybody. This spring is all about wearing denim your own way, with fresh cuts and colours for all. And we’re in love with double denim’.

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Alongside Anaïs, Suki Waterhouse and Adonis Bosso feature in the unisex campaign. The collection consists of denim trussed up in pink and yellow and tailored into jackets and boyfriend jeans, well-loved skirts and patch-worked pieces as well as clean-cut styles that can be dressed up or down.

Lucy Morris