Namie Amuro recently announced her second collaboration with H&M to release a new fall fashion collection as part of her final fashion campaign before her retirement this September.
Before the collection drops on August 21 a behind-the-scenes video has been released featuring Namie Amuro’s photoshoot for the collection. It’s available for a limited time until September 16. Additionally, an exhibition is currently being held at H&M branches throughout Japan showcasing visuals and portraits of the collection. A special shopping bag has also been announced to be in development as with her previous collaboration.
The behind-the-scenes footage is available on H&M’s official YouTube page and in H&M Magazine. We get to see the fierce fashion queen in action with her calm, chic and composed facial expression and arsenal of poses as she shows off numerous styles.
MY HERO Necklace: ¥1,299
A limited edition necklace will also launch alongside the collection at H&M on August 21 bearing the words “My Hero,” a message of thanks from fans to Namie Amuro who has supported women for such a long time. They are limited to one per person on the release date and are available at Japanese branches only and not online.
Namie Amuro H&M Interview
Q: This is your second collaboration. Sales have been announced to take place in China and South Korea too, so it’s reaching to a lot of people overseas. How do you feel about that?
I received a huge reaction from all my fans with the last campaign. There’s been a desire for it on tour across Asia including China, and of course Japan, so I hope to deliver it to even more people through this second collaboration.
Q: What was a happy moment with the last H&M campaign?
I went to the H&M in Shinsaibashi branch during my Osaka tour. When I approached the shop there was already a sign up reading “Namie Amuro x H&M,” and I was happy to see that the campaign had finally become a reality.
The limited edition special shopping bag will be available at 82 H&M branches in Japan (excludingH&M Ebisu Bridge Men’s and H&M The Outlet Hiroshima) as well as in South Korea, Hong Kong, China, Macau and Taiwan. One bag is receivable per person for those who buy select merchandise during this campaign.
■Information
Namie Amuro × H&M
On Sale: August 21, 2018
Available at most H&M stores in Japan (excluding H&M Ebisu Bridge Men’s, H&M The Outlet Hiroshima), H&M online store, and overseas in China (456 stores), South Korea (28 stores), Hong Kong (17 stores), Macau (2 stores), and Taiwan (12 stores)
Campaign Hashtag: #安室奈美恵xHM
*Namie Amuro is not involved with the design of this collection.
Shopping Guidelines: Items limited to one each per person. One size.
H&M Website (Japan): http://www2.hm.com/ja_jp/index.html
Namie Amuro Website: https://namieamuro.jp