H&M and Netflix pair up to launch a new collection for acclaimed ‘To All the Boys’ film series
H&M is launching a ‘To All the Boys’ spring collection and a world-first Instagram filter designed especially for fans of the hit Netflix film series. The collection is inspired by the style of the beloved lead character, Lara Jean, while the campaign ‘To All the Boys x H&M Fan Club’ will offer a whole series of exclusive digital experiences. The collection will be available from April 2
The ’To All The Boys’ film series first instalment in 2018 was one of Netflix’s most watched original movies with strong repeat viewings. The second film was released this past February and fans all over the world, particularly teen audiences, swooned over the romance of lead characters Lara Jean and Peter, and applauded both films’ positivity, inclusive representation and styling.
The H&M and ‘To All the Boys’ collection is a love letter to Lara Jean’s style, but also high school spring holidays. It includes puff shoulder t-shirts with graphic logos of the films, one in pale pink and another in white, a bright pink long-sleeved crop top with puff shoulders, lace-up front and sweetheart neckline, a bright pink puff shoulder dress with empire waist and ruffled hems, a black floral puff shoulder body-con dress with ruched sleeves and sweetheart neckline, and a black floral skirt with a sheer maxi-length overlay and side slit.
“All over the world, fans connected deeply with the character of Lara Jean, her romantic outlook and sense of style. This new spring collection is our celebration of the rom-coms, channelling the fashion, charm and inclusive message of the two films. We hope fans are swept off their feet by the standout pieces with puff shoulders and motif t-shirts,”
says Emily Björkeheim, H&M’s Head of Design Divided.
To accompany the collection, H&M is launching the ‘To All the Boys x H&M Fan Club’, a digital campaign that will enable fans to get closer to the films. On @H&M’s Instagram channel, users will be invited to step inside Lara Jean’s room with a cutting-edge filter, virtually explore in 360 degrees, and see close-up details from the movie and the new H&M collection.
To dowload images and the film, visit H&M Image Gallery