A collection inspired by a novel and film heroine is fresh news in fashion marketing. Swedish fashion retailer H&M brought Trish Summerville on board for one of its latest fashion collaborations. Trish is the talented costume designer for “The girl with the dragon tattoo” movie by David Fincher. Certainly Versace for H&M collection is the big news now, because of the glam factor, but I am keener on the film-fashion association.
"The girl with the dragon tattoo collection" by Trish Summerville for H&M
You must have heard of the awarded, best-selling Millennium series written by late Swedish author and journalist Stieg Larsson, crime/detective books that have as main feminine character the 24-year-old computer hacker Lisbeth Salander, a rebellious girl with a traumatic childhood and a troubling life. The character was brilliantly portrayed by Swedish actress Noomi Rapace and will soon be reprised by American Rooney Mara in the Hollywood adaptation of the first book. Movie premiere is on 21 December (USA).
W Magazine published an interesting interview with stylist and costume designer Trish Summerville on creating the Salander look for the movie. Lisbeth’s distinctive appearance, tough but artistic, is about survival as well as asserting her personality, defying societal norms and Trish's partnership with H&M Divided reflects well her character.
From H&M’s press release: "The 30-piece collection has the dark urban feel that defines her character, with leather jackets and trousers, torn jeans and slouchy hoodies all in industrial shades of black, grey, worn white or dark red. The collection debut exclusively at the boutique Colette in Paris on November 28, with its own dedicated in-store area. The collection will be available from December 14 in Divided departments in around 100 H&M stores worldwide, as well as online."
“Accessories are vital to the look, whether it be a knit snood, a battered backpack or a tribal earring. Boots finish off the style, whether they be high-top sneakers, an urban platform wedge, or some perfectly pre-worn leather boots.”
Trish Summerville worked with H&M‘s creative team to produce a modern collection that fits in this year’s fashion trend of urban warrior look. A look seen this fall/winter on fashion runway at Alexander Wang, Rick Owens, A.F. Vandevorst, Daryl K , Junya Watanabe and most of the labels presented at Stockholm Fashion Week. The H&M Divided collection is wearable and flattering and will bring a tough utilitarian look to street fashion. The anti-social troubled young girl becomes a fashion icon.
collection image credit @ H&M, photographer Andreas Sjödin
movie image credit @ Imdb