Music, fashion in heady mix

H&M Loves Music collection offers fans an app platform to listen to exclusive tracks from local and international artists, and create their own mixes online.

The latest H&M Loves Music collection was unveiled last month, as a special campaign designed for fans from China, Singapore and Malaysia.

Gathering more than 20 artists from around the globe, the campaign offers fans an app platform to listen to exclusive tracks from local and international artists and create their own mixes online.

The summer collection from the brand can also be viewed with the app.

As H&M's first mobile initiative across Asia, music lovers can create their own personalized tracks through smartphones and tablets. Each of the 43 new apparel lines for shirts, dresses, shoes and accessories corresponds to a unique sound effect - a beat, melody or voice.

Fans can simply drag and drop a fashion item from the web catalog onto a "sampler" that mixes the corresponding sounds into a tune.

According to Amy Fu, H&M's public relations manager, four new songs from two artists are being released online every week until July 30.More than 1,500 songs mixed by fans have already been submitted online.

"Music and fashion inspire each other, which is our theme of the campaign. The H&M Loves Music collection focuses on self-expression so fans can mix their own style with our clothes and accessories as well as music," says Fu.

Last year, the H&M Loves Music collection focused on music festivals and fashion-savvy music fans. The inspiration this year came from global artists, who visit different places and attend events, probably wearing black and white to gigs in clubs or colorful bohemian and surfer attire to music festivals and summer parties, Fu says.

Launched in 2013, with a party at the Coachella Music Festival, H&M Loves Music campaign also invited artists to a lavish party at this year's festival. Tian Yuan, Beijing-based singer-songwriter, actress and novelist, went to the Coachella Music Festival two months ago.

"This was my first time in Coachella, which was a magical experience. Every year I go to see amazing bands and beautiful girls at different music festivals," she says.

She was particularly excited to meet designer Alexander Wang at Coachella, where he announced his collaboration with H&M. A range of men's and women's clothing as well as an array of accessories will be in stores from November 6 this year.

Tian, 28, released her latest song, In My Life, as part of the H&M Loves Music campaign this year. The electro-pop song reflects her life. "Like changing clothes every day, I have different experiences every day," she says. She also released a version of one of her early songs that suited the summer mood, Tian adds.

The campaign also features Berlin-based music producer Yndi Ferreira, aka Dream Koala; Japanese DJ, fashion designer and singer Mademoiselle Yulia; and American singer-songwriter Kilo Kish.