H&M Goes Goth with “Girl with the Dragon Tattoo” Line

In Industry News, Marketing, What's New by Lauren Parker, Accessories MagazineLeave a Comment

H&M's Girl with the Dragon Tattoo collection

Stockholm–We’ve been predicting a punky-goth fashion resurgence when the movie “The Girl with the Dragon Tattoo” launches its American version this December. Great minds think alike.

Given that fast-fashion retailer H&M is based in Sweden, it’s not surprising that they thought to capitalize on the Swedish book and movie sensation. Its youthful target audience is also more likely to identify with the misunderstood-yet-brilliant protagonist Lisbeth Salander and want to emulate her gritty style.

H&M brought in Trish Summerville, the costume designer for the American version (directed by David Fincher and starring Rooney Mara and Daniel Craig), to translate the apparel and accessories from the film to a broader audience. The line will hit stores a week before the film’s December 21st opening.

Full of Attitude and Edge

The 30-piece H&M collection is dark in hue and in mood–featuring leather jackets, slouchy hoodies and slashed skinny denim. Accessories include knit snoods, battered backpacks and tribal-inspired earrings. Boots, high-top sneakers,and platform wedges complete the look.

“Salander’s look is very real and very lived in, with pieces that her character has worn for a long time, like her jackets that act as her armour to shield her from the world. I wanted the collection to have the essence and strength of Salander, with a fashion edge, and I’m pleased with the result,” Summerville says. “The goal is for women to find pieces in it that they love and then mix them with their own wardrobe to create their own personal style.”

Prices start at $3.95 for tribal-inspired earrings and reach up to $199 for the leather jacket. Boots are $59.95. The collection will debut at Colette in Paris on November 28, and then expand widely on December 14.

The book and its two sequels, written by the late Swedish authoer Stieg Larsson have sold more than 20 million copies in 41 countries, and the English-language film version is expected to be a runaway success.

While H&M is known for its collaborations with major fashion houses like Versace or Lanvin, a collection inspired by a film character is something new.

No word if the retailer will set up a tattoo parlor or piercing station.


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