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Wardrobes define musical eras just as much as musicians shape the way we dress. H&M seeks to capture that cultural overlap with a new music initiative called H&M&Redstage, a platform designed to explore how style and sound influence artistic identity.
The project pairs established global acts with rising talent to create fresh renditions of major tracks. For its inaugural edition, the Swedish retailer tapped eight-time Grammy-nominated R&B singer Giveon to serve as the central creative force. Known for his unmistakable baritone vocals and deeply emotional songwriting on hits like ‘Heartbreak Anniversary’ and his collaboration with Drake on ‘Chicago Freestyle,’ the Long Beach native brings a heavy dose of soul to the proceedings.
As the main curator, Giveon personally selected two emerging artists to reinterpret his songs through their own unique perspectives. The first is Absolutely, who spoke to Schön! just last year amid her debut singles release.
“It is such an honour to offer my special twist of ‘Heartbreak Anniversary’,” she says. “I view my music as a translation of everything that goes on in my mind: all different influences and experiences. So, the project was special to me, as it was about exploring identity, and what makes us unique, as artists, and as people.”
Supporting emerging talent remains a core focus for the brand, continuing a celebrated legacy of partnerships that cross the boundaries of retail and entertainment. Chief Creative Officer Jörgen Andersson views the initiative as a natural progression of their ethos. “Just like fashion, music has always been a space for self-expression,” he says. “It brings people together and creates a sense of freedom, where individuality and belonging exist side by side. For H&M, ‘liberate fashion for the many’ is about more than clothes, it is about access, inclusion, and giving people the freedom to express who they are.”
The first recordings from the collaboration launches today on Spotify and Apple Music. Find out more here.
Photography. Courtesy of H&M
Words. Gennaro Costanzo
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