H&M's Miranda Kerr-Fronted Collections Has Finally Dropped

The weather may still be on the precarious side but there’s no doubt about it, spring is well and truly here and luckily for us, that means a whole host of new season fashion for us to fawn over, including the Miranda Kerr-fronted spring 2014 collection from H&M.

As anyone that’s followed the Swedish giant over the past few years will know, H&M doesn’t do things by halves so true to form, the launch and build up to this collection has been quite the affair.

Rumours started to emerge in November last year that it had signed Miranda Kerr as the face, after images circulated showing the Victoria’s Secret model shooting what looked like a summer campaign in Los Angeles. It was only after months of rumours and speculation that the high street chain began giving us clues.

At the wee hours of the morning back in January, it teased followers on Instagram with a picture of Kerr hiding behind a giant noughts and crosses board, only to formally introduce her as the new face an hour later with a video.

Teaming up with Kerr right now is definitely a good move. Over the past few years she’s managed to successfully transition from the world of lingerie to high fashion, walking for everyone from Stella McCartney to Balenciaga, and this season alone she’s completely cleaned up in the campaign department too. On top of working with H&M, she’s also signed lucrative deals with the likes of Reebok, Shop Style and Swarovski. It’s hardly surprising then that she’s currently the second highest paid model in the world according to Forbes, second only to Gisele Bundchen.

Her campaign images dropped days before the big H&M Studio show in Paris and they weren’t what we were all thinking. With Kerr as the face, many were expecting the shots to look really feminine and girlie. Don’t be fooled, those types of pieces are there but the campaign images makes it clear that this season is all about offsetting ladylike pieces with killer tailoring and pieces that look tough or have an edge, quite in the same way as Kerr does with her own off-duty style. Think leather cycling shorts with a pink ruffled top or a pair of jogging pants teamed up an easy summer blouse and a slick, sharply cut blazer. What’s not to love?

And it doesn’t end there. To accompany the campaign, H&M has just launched a fun and playful video, which shows Kerr trying on different outfits and taking selfies (which she posted on her Instagram page) while a friend waits outside in a taxi to the sound of Blondie’s Heart of Glass.

This campaign is also interesting as it marks the first time a high street retailer has pushed a collection launch through social media channels in such a big way. Throughout the run up to the launch, Kerr has been posting images from behind the scenes on the H&M instagram allow fans to go behind the scenes on the video shoot and both selfies she takes in the campaign video also made it to Instagram too.

Oscar de la Renta and Burberry are probably two of the best examples of how brands in the luxury sphere have utilised them so it’s good to see a high street store following suit. After the success of this, I’m sure we’ll see a lot of other high street brands going the same way so watch this space.

H&M’s spring collection is in stores now. Shop it online here.

This post was made in partnership with H&M.

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