H&M partners with Korean pop star Tiffany Young

By

Barbara Santamaria

Published
Sep 14, 2018

Korean-American pop star Tiffany Young has been unveiled as the face of H&M’s Autumn 2018 Divided Music campaign.

A former member of Girls’ Generation – one of the most successful groups of K-pop ever  – the singer is now embarking on a solo career, and celebrates the next chapter of her career by partnering with one of the world’s largest clothing companies.

In the new campaign, Young is photographed in the Scottish Highlands wearing a capsule collection of feminine autumn essentials, such as cosy jumpers, A-line skirts and oversized jackets.

The campaign film will feature Young’s new single Teach You, which is to be released just ahead of the H&M Divided Music capsule collection at the beginning of October.

“I’m so happy to be a part of this. To be back in America and seeing an Asian-American in this H&M campaign really means a lot to me. I hope anybody who sees my pictures in the stores or on social media will be like, cool, I can be like that, or that’s inspiring. Because representation does matter,” said Tiffany Young.

The capsule collection includes faux shearling jackets, velvet dresses, puffer jackets and straight-leg jeans in rich and warm colours, mixed with pastel tops and sweatshirts. H&M said the collection is “easy-going, modern and irresistible”, creating a new wardrobe for the colder months.

“We’re thrilled to have Tiffany as the new face of H&M Divided Music. The campaign was all about new adventures and with Tiffany in the beginning of her solo career, it was such a wonderful fit. She’s also a natural in front of the camera, and she really made the cosy autumnal pieces come alive,” says Emily Björkeheim, H&M’s Head of Design Divided.