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Shoppers lined 5th Avenue on Wednesday night in New York City for the chance to shop fast-fashion retailer H&M’s latest collection and meet model/actress Emily Ratajkowski, who was on hand to celebrate the collection’s launch.
The brand debuted its first “see now, buy now” collection just hours before its star-studded Paris Fashion Week show. From the turnout at the New York City event, it was evident that fans were fired up.
We caught up with Ratajkowski to discuss the H&M Studio collection and why she loves the brand.
Yahoo Style: What got you involved in promoting the collection?
Emily Ratajkowski: I’ve always loved H&M. This is the kind of store — when I lived in New York in my tiny little flat in the East Village — where I would come so I could look good for castings and look fashion-appropriate, but still save money.
A lot of the pieces in the collection are oversize and loose fitting. How does that fit into your personal style?
I’m all about balance. Even just this shirt is a little bit sexy — kind of sheer — but then I have nice comfortable pants, and I love always kind of balancing them. So if it’s a small on the bottom, it’s a big top and vice versa.
One of the shirts has the word love emblazoned on it. What did you think of T-shirt activism during fashion month?
I think when you say love you’re not really promoting a specific cause, but I think for the stuff that actually promotes specific causes, it’s so important that a part of the proceeds go to a charity. Otherwise it’s just a T-shirt. So that’s really important to me.
What are some of your favorite pieces from the collection?
Actually what I’m wearing. I love this shirt. I love these pants — they’re very comfortable. There’s also this cool little hoodie with kind of interesting material. I think it’s raincoat material. I like that.
What’d you think of the show earlier?
It was amazing. It’s so cool that they can do something like that in Paris.