Press release

Justine Skye designs H&M Festival collection and co-creates campaign photographed by Tyler Mitchell

For Spring 2020, singer-songwriter Justine Skye has teamed up with H&M to design a capsule collection for the festival season. The collection features body-con and oversized silhouettes with a mix of sporty pieces in soft neon yellow organza and silver metallic. Skye is also the face of the campaign, which she co-created together with incredible stylist Ade Samuel and renowned photographer Tyler Mitchell. The Justine Skye x H&M collection will be available in selected H&M stores and online at from March 12.

5 Mar, 2020 09:00 CET

“With this festival collection, we wanted something that was new and fresh to the festival scene. Usually festival is very boho so we thought the pieces should represent something different. I’m a big advocate for being comfortable no matter what – that’s how I feel empowered through my look. When you go to a festival, you’re always moving around so I created pieces that were comfortable but still extremely cute and all goes together,” says Justine Skye.

“It’s been such a fun and creative process working together with Justine Skye for this H&M Festival collection. We wanted to create modern festival pieces with a bit of edge that were easy to mix and match, and with a fun blend of sporty and feminine silhouettes. Adding the soft neon yellow and silver metallic created that eye-popping freshness we were after and now we can’t wait for the festival season to start,” says Emily Björkeheim, H&M's Head of Design Divided.

The Justine Skye x H&M collection captures the modern festival clothing vibe and features streetwear and athleisure-inspired pieces such as neon biker shorts and crop top, matching silver metallic nylon sport windbreaker and shorts with panelled details and drawstring waist, a softly tailored shirt and shorts set made from organza, as well as a cropped longsleeve metallic shirt and vintage style t-shirt with Justine herself as a motif. Accessoriesinclude bucket hats in neon and a bandana scarf. Alongside the collection, Justine Skye cocreated the campaign with influential photographer Tyler Mitchell behind the camera, and with styling by the much hyped and in-demand Ade Samuel.

For more images please visit H&M Image Gallery

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