H&M has officially launched its H&M&RedStage, a new music initiative described by the brand as a venue to spotlight the connection between fashion, sound and self-expression. The project pairs established artists with rising talent to reinterpret major tracks through a creative lens that merges style and music.
The inaugural installment, which debuted on Monday, features Giveon as the central creative force. The Grammy-nominated R&B artist collaborated with H&M to build out his musical universe, inviting two emerging voices, Absolutely of London and Dhee from Australia, to reinterpret some of his best-known songs. Giveon also revisited his own catalogue, recording fresh versions of some of his songs.
“I’ve always believed that style is a quiet extension of who you are,” Giveon told WWD. “It’s not separate from the music — it’s part of the story. This project wasn’t just about reinventing songs; it was about creating a world around them.”
Giveon
Courtesy of H&M
Reflecting on the reinterpretations, he added, “There’s something vulnerable about hearing your songs through someone else’s voice. They didn’t try to imitate; they translated. The final versions reminded me that once you release a song, it doesn’t belong to you alone anymore — it evolves.”
H&M has a long-standing relationship with music, having partnered with international artists and performers across campaigns and collections.
“Fashion is a story that can be told in many different ways, but always with self-expression at heart,” Jörgen Andersson, H&M’s chief creative officer, told WWD. “Music brings unforgettable moments to life, and H&M&RedStage is one way of telling that story.”
Andersson added that the project embodies H&M’s focus on inclusivity and creative exploration. “Fashion, creativity, and music bring people together at many cross points. Giving a global stage to established as well as emerging talents truly encompasses what the H&M brand stands for.”
H&M plans to continue H&M&RedStage as an ongoing exploration of artistic identity, with future collaborations designed to highlight how fashion shapes sound.
