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H&M's New Line is the 'Model-Off-Duty' Look Made Easy

Image via <a href="http://www.vogue.co.uk/news/2013/03/22/hm-new-icons-collection---joan-smalls-lindsey-wixson-daphne-groeneveld-liu-wen">Vogue UK</a>
Image via Vogue UK

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It seems like high-street retailers have been geared toward capturing that "model off-duty" look since designers like Alexander Wang popularized the aesthetic at the high-end level, but H&M is getting explicit about it with its latest range called "New Icons." The icons in question are the buzzy catwalkers Joan Smalls, Daphne Groeneveld, Lindsey Wixson and Liu Wen, who also star in the line's campaign and offer their stock sound bites in favor of the line. Smalls, for example, said, "It's super cool and for your everyday girl who wants to look great and feel comfortable at the same time."

Obviously, the pieces are more low-key than, say, the retailer's latest Conscious Exclusives partywear line. Instead of cocktail hour dresses, it features embellished vests, tees, faux-leather biker jackets, tote bags, maxi skirts, and ankle boots. Look for the primarily black, white, and beige collection in H&M's come April.
· First Look: Beyoncé Is Indeed the Face of H&M's New Campaign [Racked]
· H&M's New Conscious Collection Partywear Lookbook Is Here [Racked]