Calling all bodies

With a new H&M graphic capsule collection and cheerful accompanying video, Mugler celebrates the inclusivity pioneered by the brand's founder.< /p>

Just when so much in culture is stuck in what may seem like a dark, dark loop, an alternate cult ray of sunshine comes to light up our small screens. What unexpected form does it take? A music video.

Today's announcement of a new high fashion-high street collaboration is about as exciting as a Steve Madden flash sale on Amazon. However, the stakes were raised when Swedish giant H&M announced earlier this year that it had teamed up with the house of Mugler for a capsule collection designed by the brand's creative director, Casey Cadwallader.

It was Mr Cadwallader who propelled the legendary Mugler label when he came on board in 2017, quickly injecting energy into a fusty heritage brand by introducing bodysuits to illusion effect spiral cuts that quickly became a default pop star uniform. Think Miley Cyrus, Dua Lipa, Cardi B, Megan Thee Stallion and Beyoncé on the cover of British Vogue. What the world's second-largest fashion retailer was looking for in the Mugler collaboration was the opportunity to revive slumping sales and restore the haute couture credibility conferred by earlier collaborations with, among others, Versace, Comme des Garçons , Stella McCartney and Balmain.

Imaan Hamman; Amaane, ShyGirl and Eartheater; and Connie Fleming, aka Connie Girl. They all appear in H&M's music video, which is set to the song "Music Sounds Better With You". people what they'd like to see next, everyone kept saying Mugler,” Ann-Sofie Johansson, H&M's creative adviser since 2015, said over the phone. "Manfred was the first to explore subcultures, different personalities, different age groups and sizes on his catwalks."

Ms. Johansson was of course referring to Manfred Thierry Mugler, the house's founder, who died last year at the age of 73. and body shaming, positions he has made clear throughout his career in highly theatrical shows with drag performers, trans women, porn stars, muscle men and models of all ages. p>

It was in this spirit that Mr. Cadwallader approached the making of the delirious and upbeat music video that accompanies the rollout of a stark and sexy collaboration with Mugler H&M, which will be released may's beginning. “Of course I have to create desire and an energy that people want to be part of,” Mr Cadwallader said by phone from Paris. "But I've always had a democratic sense of what fashion means."