H&M has collaborated with Japan’s global girl group Niziu to launch the H&M x Niziu collection as part of its Spring 2021 campaign.
H&M x Niziu Collection is the J-pop group’s first fashion collaboration, featuring the tagline “Everyone can enjoy each day through fashion”. Scheduled to launch on March 11, the collection will be available across 500 stores in eight Asian markets, including Japan, Singapore, Taiwan, Hong Kong, Macau and Vietnam.
The collection’s pastel-coloured pieces offer a touch of nostalgia, following this year’s key trend, with neutral-coloured pieces feature “a preppy vibe for the cheerful season”. Checked prints are also highlighted.
Debuting last year, the nine-member group was formed through a reality-survival program in partnership between JYP Entertainment and Sony Music Entertainment.
