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H&M and MenWith launch data-based capsule

Lauretta Roberts
08 August 2019

H&M has teamed up with Instagram men's style account MenWith to create a capsule collection based on data derived from the most engaging posts.

Using data from the accounts @menwithclass and @menwithstreetstyle the fashion giant's men’s design team has created a collection inspired by the posts with the most likes, comments and general engagement.

The collaboration includes a knitted roll neck, a hoodie, slacks with contrast piping, a plaid scarf, beanie, suede cap and a statement biker jacket. The collection launches on 22 August in selected stores and online.


“Making this collection together with MenWith has been a very creative journey. By looking at data from most engaged posts and liked styles this whole collection is created from what truly is personal style and what men want to wear," said H&M head of menswear design Ross Lyon.

@menwithclass has more than 4.9m followers while @menwithstreetstyle has 3.5m. The accounts feature inspirational outfits and invite followers to comment on them. The posts are distinctive in that the heads of the wearers are cropped so that the focus is entirely on the clothes and not the wearer as is the case with many celebrity and influencer accounts.


"MenWith wants to explore the democratization of men’s fashion and has the ambition to play a pivotal role in make male style broadly accessible, focusing on the styles themselves rather than the people who wear them; clearly embodied by the distinct MenWith cropped heads format of the posts. By teaming up with H&M we can now offer the male customer a collection based on the most appreciated styles," said the founders Daniel Frank and Erik Simmingsköld.

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