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Brand Spanking News: H&M

Think IKEA for the body. Downright democratic but stylish. And you've got an idea of what H&M is all about. The largest Swedish clothing chain is scheduled to hit the U.S. via Manhattan and spread the good word that it's chic to be cheap. "You'll have to sew the fancy label on yourself," so goes their ad campaign. Chloe Sevigny of "Boys Don't Cry" fame is slated to be splashed on all of their ads this week, on buses, trains and billboards near you. It's new and it's brand spanking, a kind of reverse-snobbery subversion aimed at our current (and perennial?) love of brand names and labels. Read the article and weep...for joy!

Thu, 30 Mar 2000 12:41:04 -0800