H&M South Africa is celebrating curves with the launch of five new styles and shades added to its popular Curvy Fit Denim collection. The collection is designed with less gaping at the waist and more room through the hip and thigh.
The design aims to offer customers a comfortable fit
that will hug their bodies and inspire them to celebrate their curves. The
denim in the collection is made using more sustainably sourced materials like
BCI cotton (BCI-Better Cotton Initiative), recycled cotton, and recycled
polyester.
“We are excited
to add more styles to The Curvy Fit Denim range, following the success and
demand when we first introduced this product to our South African customers.
With the latest campaign, we want to continue to encourage our customers to own
and flaunt their curves and their style the best way they can “says Caroline
Nelson, H&M South Africa Country Manager.
The locally produced campaign features four South
African content creators: Nadia Jaftha, Kay Yarms, Siyanda Bani, and Alex
Beazley. The film was directed by filmmaker Riordan Allen from Bioscope Films
and photographed by fashion photographer Katinka Bester. For styling, H&M
enlisted the talent of multifaceted creative Gabrielle Kannemeyer.
“With this campaign, it was important for H&M
South Africa to continue to drive local relevancy and representation by working
with a diverse team of South African creatives and content creators to
authentically showcase the denim in an everyday setting. “Concludes Nelson.
The Curvy Fit Denim is now available in 5 unique
styles and 29 shades- Jegging, wide fit, mom fit, curvy true to you, and
bootcut fit ranging from R 329 to R 629. The Curvy Fit Denims are available in
sizes EU 34 – EU 46.
#OwnYourCurves
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