Namie Amuro x H&M BTS film is finally out

“Namie Amuro x H&M” is launched today. the special behind the scene video of the shooting of the campaign images is revealed.

The special campaign “Namie Amuro x H&M” in collaboration with Japanese pop singer Namie Amuro is launched today at H&M stores across Japan and Asian markets as well as online store ( . At the same time, the special behind the scene video of the shooting of the campaign images is revealed for the limited period.

“Namie Amuro x H&M” is a special collaboration campaign which was realized through H&M Japan's enthusiastic approach to an artist Namie Amuro who has been leading Japan's music scene for over 25 years and this will exclusively be available for Japanese and Asian markets.

H&M has revealed its letter to Namie Amuro in the newspaper and her portraits taken from the film camera which captured her natural beauty, and these have widely spread through media and social media.

“Namie Amuro x H&M” collection, launched today, is comprised of ten ladieswear items and ten accessory items (some items are for only limited stores). The lineup offers diverse range of styles, from refined trendy items to basic relaxed items which are suitable for the early summer season.

Exclusive Interview with Namie Amuro:

Q: Can you tell us how you felt when you received the offer from H&M?
“I knew that artists from all over the world had appeared in H&M campaigns. Even though this campaign was planned for Japan and Asia, I was surprised with the timing of the offer. I received a heartfelt letter together with the offer and I was very happy."

Q: How was today's shooting?
“I was a little nervous in the beginning and happy it all went smoothly. The H&M team was very positive and the atmosphere in the studio was very comfortable. I think people can see me with different styles. I'll be very happy if everyone can look forward to this campaign."

Starting today, H&M stores across Japan will display “Namie Amuro x H&M” visuals and the collection in their windows.

“Namie Amuro x H&M” campaign visuals will be displayed on large billboards at the Shibuya, Harajuku, Nagoya Matsuzakaya , Shinsaibashi, Ebisubashi, Kyoto, and Hiroshima stores.

To date, foreign pop music has been the main BGM for H&M store, however to celebrate the campaign, Namie Amuro's songs will be added in the playlist during the campaign period. The songs were selected by vote among H&M's Japan staff. Songs that fit the Namie Amuro x H&M will be played in stores alongside various campaign displays.

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