NiziU, the hottest new idol group from Japan formed by JYP Entertainment and Sony Music Entertainment Japan, has taken on the role as Asian brand ambassadors of H&M and will be launching a 2021 spring collection with the retail giant.
Titled H&M♡NiziU, the collection comprises pastel-coloured dresses and separates, smart suiting, comfy knitwear, neutral colored pieces and preppy checkered prints—all with a touch of nostalgia.
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This marks NiziU’s first fashion collaboration, and the girls hope to spread the inclusive message that “everyone can enjoy each day through fashion” and inspire people to “lift their moods through new looks and cool styles to welcome the arrival of spring, especially now that there are less opportunities to travel or hang out with family and friends.”
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The 9-member girl group—Mako, Rio, Maya, Riku, Ayaka, Mayuka, Rima, Miihi, and Nina—made an explosive debut last year through the reality-survival program Nizi Project, with the release of their debut single “Step and a Step”. The group has since fronted campaigns for brands such as KOSE, Coca-Cola Japan, Lotte Snacks Japan.
Ahead, all the pieces from the collection:
The 2021 Spring H&M♡NiziU collection launches on March 11 in-stores and online. Prices range from S$14.95 to S$64.95 for clothing and start from S$17.95 for accessories.