Everyone loves shopping and everyone loves eating. So when food companies and fashion brands come together for a retail collaboration, the result is usually a memorable treat. Just cue the success of these so-called ‘fusion’ creations between KFC and Crocs, Ben & Jerry’s and Nike, Budweiser and Moschino and AriZona Iced Tea and Adidas for proof.
The latest brand to jump into the fashion-meets-food bandwagon is H&M which recently launched a collaboration for its youth-oriented Divided line with lollipop makers Chupa Chups.
Call it nostalgic if you will, but it’s clear that the Swedish clothing label is kicking off 2021 on a much lighter note – and one that got us thinking of the wardrobe in Blackpink’s and Selena Gomez’s ‘Ice Cream’ music video.
From retro logo sweatshirts to pastel berets, the H&M Divided X Chupa Chups’s line will be your answer for flirty preppy dressing with dainty blouses with bow ties, pleated skirts, logo sweatshirts, cosy pullovers and preppy co-ord pieces in – what else – candy-coloured hues.
Ahead, a look at what you can expect from the outing which is available in stores and on www.hm.com