Shoppers lined Fifth Avenue on Wednesday night in New York City for the chance to shop fast Fashion retailer H&M‘s latest collection and meet model/actress Emily Ratajkowski, who was on hand to celebrate the collection’s launch.
The brand debuted its first-ever “see now, buy now” collection just hours before during its star-studded Paris Fashion Week show. From the turnout at the New York City event, it was evident that fans were fired up.
We caught up with Ratajkowski to discuss the H&M Studio collection and why she loves the brand.
What got you involved in promoting the collection?
“I’ve always loved H&M. This is the kind of store when I lived in New York in my tiny, little flat in the East Village, where I would come so I could look good for castings and look fashion-appropriate but still save money.”
A lot of the pieces in the collection are oversized and loose-fitting. How does that fit into your personal style?
“I’m all about balance. Even just this shirt is a little bit sexy — kind of sheer — but then I have nice comfortable pants, and I love always kind of balancing them. So if it’s a small on the bottom, it’s a big top and vice versa.”
Emily Ratajkowski attended the launch of the H&M Studio collection on Wednesday night in New York City. (Photo: Getty Images)More
One of the shirts has the word ‘love’ emblazoned on it. What did you think of t-shirt activism during fashion month?
“I think when you say ‘love’ you’re not really promoting a specific cause, but I think for the stuff that actually promotes specific causes it’s so important that a part of the proceeds go to a charity. Otherwise it’s just a t-shirt. So that’s really important to me.”
What are some of your favorite pieces from the collection?
“Actually what I’m wearing. I love this shirt. I love these pants — they’re very comfortable. There’s also this cool, little hoodie with kind of interesting material. I think it’s raincoat material. I like that.”
Emily Ratajkowski checks out the new collection at H&M. (Photo: Getty Images)More
What’d you think of the show earlier?
“It was amazing. It’s so cool that they can do something like that in Paris.”
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