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15 December 2017

H&M announces extension of the collaboration with Alibaba's Tmall and release of 'G-Eazy x H&M' men's wear

H&M starts 2018 with extended online activities and a new men's wear co-created with a US rapper whose music from the latest album is currently upwards trending in several charts.

Among other plans of H&M to intensify digital activities in 2018, the extended collaboration with Chinese Alibaba Group was announced today. In Spring 2018, H&M will open the brand's digital flagship store on Alibaba's e-commerce platform Tmall which is China's largest third-party platform for brands and retailers with a half billion consumers; closer information about the scheduled opening date isn't public yet.

The date of the release of the new collaborative collection with hip-hop rapper G-Eazy is fix. From 1st March, the men's wear created by the musician together with H&M will be available at stores and online. Pictures of the 'G-Eazy x H&M' items aren't published yet; some hints are given such as that G-Eazy's favor for checks is incorporated into the designs which reflect the musician's approach to contemporary men's fashion. The announcement of 'G-Eazy x H&M' came in-time with the release of G-Eazy's latest album 'The Beautiful & Damned' (out today via various streaming platforms) with co-musicians like Charlie Puth, A$AP Rocky & Cardi B, or Anna Of The North. The earlier released album track 'Him & I' ft. Halsey hits already the internet; the video of the song was published on YouTube on 1 December and counts today more than 30 million views.

fig.: Portrait of US (Oakland, California) hip-hop rapper G-Eazy who co-created the upcoming 'G-Eazy x H&M' men's wear (available from 1st March 2018 in stores and online). G-Eazy speaks in an interview about the collaboration, his fashion style and music.




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