H&M and Instagram influencer MenWith have partnered to create a line of men's apparel that uses data from the most engaging posts on the Instagram accounts @menwithclass and @menwithstreetstyle.
The partnership saw H&M use the MenWith posts with the most views, comments and general engagement to create designs for the retail capsule. MenWith's collaboration includes a knitted roller neck, hoodie, slacks with contrast piping, a plaid scarf, beanie, suede cap and biker jacket. Instagram data inspired each item in the line.
"MenWith wants to explore the democratization of men's fashion and has the ambition to play a pivotal role in [making] male style broadly accessible, focusing on the styles themselves rather than the people who wear them; clearly embodied by the distinct MenWith cropped heads format of the posts," says Daniel Frank and Erik Simmingsköld, founders, MenWith. "By teaming up with H&M, we can now offer the male customer a collection based on the most appreciated styles."
The collection launches later this month in select H&M stores and online.