New York—H&M is sponsoring a collaboration that doesn’t have to do with the latest ready-to-wear collection.
The Swedish retail announced this week that actress Kate Mara and celebrity stylist Johnny Wujek would be working to kick off New York Fashion Week.
Curate Window Displays
In celebration of the launch of the H&M Studio Fall 2014 collection, Mara and Wujekwill personally curate H&M windows in nine New York stores as well as rolling out their fashion picks across the United States in select stores and online. Known for their incredible eye for fashion, both Mara and Wujek’s vision for the window design will focus on their personal style and a love for New York City. The duo’s chemistry shines through their work and will be unveiled with an exclusive event and panel discussion for fashion students on September 4 at H&M’s new Fifth Avenue flagship store.
The windows vignettes will echo Kate Mara’s “innately chic and approachable sense of style,” bringing to life her favorite pieces while showcasing the collections accessibility. Celebrity stylist, Johnny Wujek will complement Mara’s fashion nods, weaving in his quirky, bold personality and keen eye for style to the window canvasses.
“I am thrilled to collaborate with H&M and bring this collection to life with the help of my best friend and inspiration Johnny Wujek. It was a no brainer for us to work together on this as we both have a true appreciation for accessible high fashion and our favorite city of New York,” says Kate Mara.
Kate and Johnny’s hands-on creative process was captured on camera, where they exchanged sketches, mood boards and runway shots. Their main inspiration for the windows stemmed from black and white photography of the cityscape along with light projections, glowing bridges and building windows.
“Immediately I said yes to work on this incredibly creative project with H&M and Kate. H&M is a pioneer in the field of fashion and being asked to Creative Direct their store windows for the opening of New York Fashion Week was my Mannequin dream come true–one of my favorite movies growing up. I can’t wait for people to walk by and see the beauty we make in the H&M windows,” says Johnny Wujek
H&M Studio is the new name for H&M’s key fashion looks, shown on the runway during Paris Fashion Week. With its own dedicated design team, H&M offers limited-edition of high fashion looks and statement pieces specially curated each season.
For behind the scenes images please click here