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.