H&M launches To All The Boys collab with Netflix

By

Barbara Santamaria

Published
Apr 1, 2020

H&M is targeting teenage fans of the To All The Boys Netflix series with a Spring collection and world-first Instagram filter.

The American teen romance film premiered in 2018, becoming one of Netflix’s most watched original movies with strong repeat viewings. Starring Lana Condor and Noah Centineo, the film has developed quite a reputation among teenagers and adults, with some fans seeing To All The Boys I’ve Loved Before more than 20 times.

In February, Netflix released a sequel, titled To All the Boys: P.S. I Still Love You, and a third film is currently in the works.

H&M said it was the film’s positivity, inclusive representation and styling that made it such a good concept for a Spring collection. Inspired by the style of the lead character, Lara Jean, the To All the Boys range includes sweet necklines and teen staples such as slogan tees, crop tops, a bright pink puff shoulder dress with empire waist and floral prints.

“All over the world, fans connected deeply with the character of Lara Jean, her romantic outlook and sense of style. This new spring collection is our celebration of the rom-coms, channelling the fashion, charm and inclusive message of the two films. We hope fans are swept off their feet by the standout pieces with puff shoulders and motif t-shirts,” said Emily Björkeheim, H&M’s Head of Design Divided.

The collection is topped off with a digital To All the Boys x H&M Fan Club that will enable fans to get closer to the films. Set up on the brand’s Instagram channel, the campaign invites users to step inside Lara Jean’s room with a cutting-edge filter, virtually explore in 360 degrees, and see close-up details from the movie and the new H&M collection.