H&M offers 'Dragon Tattoo' look
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Shanghai Daily, November 4, 2011
With her radical black crop, Rooney Mara may not launch a thousand haircuts, but Hennes & Mauritz is betting young women will line up to dress like the actress when she hits screens in the eagerly awaited US adaptation of the Swedish thriller "The Girl With the Dragon Tattoo."
The Swedish fast-fashion giant has teamed up with Trish Summerville, the movie's costume designer, to create a collection to be launched on December 14 in 180 stores worldwide and online, just in time for the December 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.
In addition to her film work, Summerville has designed costumes for pop acts including The Black Eyed Peas, No Doubt, Ricky Martin and Janet Jackson. This is her first time designing a full-fledged fashion line, and she drew her inspiration straight from Mara's edgy film wardrobe.
"We put a lot of aged-in washes and finishes, which suit the Salander character. In the film, her clothes are quite extreme. They're really worn down and dirty," Summerville said in an interview. "So we took that kind of concept and gave it more of a realistic fashion feel."
Items range from US$3.95 for tribal-style earrings to US$199 for a leather jacket, which comes in washed black or deep burgundy.
Hoodies priced at US$29.95 and battered lace-up boots at US$59.95 are also part of the stylishly gritty collection, which will debut at Paris boutique Colette on November 28 with a dedicated in-store area.
Anna Norling, division designer at H&M, said the Stockholm-based team made the Salander character's motorcycle gear more flattering and feminine.
"We were strongly inspired by the film and styling, but we added the fashion point of view," she said.
I'm very happy with the result and I know that Trish is as well," she said.
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