Florrie Is The New Face Of H&M Loves Music Campaign

Florrie Is The New Face Of H&M Loves Music Campaign

Divided Black feat Florrie (4)

by Jessica Vince |
Published on

Exciting news: H&M have a new campaign star. Step forward Florrie - a multi-talented musician, drummer, model, all-round stylish person and now face of Divided’s ‘H&M Loves Music’ ads.

Described by the high-street label as one of the UK’s most exciting new artists, Florrie has been picked to front the collection of soft, boho and romantic pieces. Considering ‘H&M Loves Music’ is a platform for new and upcoming music artists, it makes for the perfect fit.

Plus, this isn't the first time Florrie's kittenish looks have bagged a campaign - you may remember back in 2010, she was the face of Nina Ricci's L’Exir fragrance and she caught the eye of Karl Lagerfeld too, FROWing at Chanel's Spring Summer 2011 show.

'We believe that music and fashion are closely linked and with this collection we want to make that statement,' a press release from H&M tells us. We took the chance to speak to the rock ‘n’ rolling lady about working with the brand...

Grazia Daily: How did you first react to working with H&M?

Florrie: I’ve been a fan of H&M since I was at school. Me and my friends would be in H&M all the time working out what to spend our pocket money on! So it’s great that I am now working on a worldwide campaign with them.

Grazia Daily: What's been the best bit about working with the brand so far?

Florrie: I loved doing the shoot in New York with Mariano Vivanco. We spent two days shooting the campaign and he was amazing to work with...and I loved getting to try on all the clothes and pick outfit combinations! There really is something for everyone in this collection.

Florrie for H&M

Grazia Daily: And did you have any input into the outfits?

Florrie: Not into the individual pieces, but I went for a fitting where we put together different pieces to create the looks and choose items for the collection.

Grazia Daily: How was it posing with instruments? Were you actually performing?

Florrie: Of course! [Laughts] Everyone on the set had to wear ear plugs because we were in a big echoey room and the drums were SO loud. The kit I played on was really similar to my own, it's made of see through plastic!

Florrie for H&M

Grazia Daily: What are your fashion essentials when performing?

Florrie: Definitely some good flat shoes or a chunky heel so I can move around... I used to wear really high heels, it was a miracle I never fell flat on my face! And something that's eye catching or moves well.

Grazia Daily: Who are your rock'n'roll icons?

Florrie: Definitely Keith Moon. When I was in bands as a teenager I modelled myself on him and had this crazy drumming style, arms everywhere and lots of head banging!

Grazia Daily: What's next for you?

Florrie: My single 'Too Young To Remember' is out on March the 8th and I have a gig in London on Jan 29th! After that it's finishing off my album, which will be released later this year.

The collection launches in store and online from 22nd January. Prices range from £7.99 - £49.99.

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