Retail Detail. H&M Brings “The Girl With the Dragon Tattoo” to Shoppers

October 26, 2011 • Designers, Fashion Blog, Fashion for the Masses, Film, Retail Detail

One of the biggest movies of the holiday season isn’t a heartwarming one. “The Girl With the Dragon Tattoo” U.S. adaptation is highly anticpated so one would expect some kind of movie collaboration of sorts. It seems a bit weird at first but the more you think about it, it certainly fits.

The Swedish fast-fashion giant today will reveal that it has teamed up with Trish Summerville, the movie’s costume designer, to create a collection that will be launched on Dec. 14 in 180 stores worldwide and online, just in time for the Dec. 21 release of the David Fincher-directed film. Inspired by Lisbeth Salander, the troubled heroine of Swedish author Stieg Larsson’s Millennium trilogy, the 30-piece Dragon Tattoo collection by Summerville is part of H&M’s Divided lineup, which is aimed at a younger customer. Items range from $3.95 for tribal-style earrings to $199 for a leather jacket, which comes in washed black or deep burgundy.

“We put a lot of aged-in washes and finishes, which goes along the lines of the Salander character. In the film, her clothes are quite extreme. They’re really worn down, they’re dirty,” Summerville said in an exclusive interview with WWD. “So for us, it was taking that kind of concept and giving it more of a realistic fashion feel.”

“We were really strongly inspired by the film and especially by Trish’s styling, but the collection wouldn’t have looked as it does without H&M, because we added the fashion point of view. I’m very happy with the result and I know that Trish is as well,” said Anna Norling, division designer at H&M.

– Taneisha Jordan

Source & Photo: WWD

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