The last few weeks have seen H&M travel the globe for a series of star-studded events in its flagship stores. Last Friday, it was the turn of the Swedish brand’s hometown, Stockholm, as model and artist Gabbriette took over the Drottninggatan flagship store for a live ‘life drawing’ session.
As you might expect, hundreds of avid fans queued around the block to meet the iconic It-girl and capture some of her gothic glamour in their sketchpad. Artist Max Danet was also on site for the occasion, while Gabbriette’s own artworks were plastered on limited-edition t-shirts and posters to take away.
Want to know more about what went down? Read on…
Where better to celebrate the recent launch of the brand’s SS25 collection than at home in Stockholm – or, more specifically, the H&M Drottninggatan store? Over 400 people turned up for the event, with queues snaking around the block (even in the rain!). The crowds also snagged the attention of passersby, who peeked in the windows to see what all the fuss was all about…
The artist and model has been a firm fixture on our screens in recent years, making her name as a muse for the likes of Heaven by Marc Jacobs, Diesel and Balenciaga, and through collaborations with artists like Charli XCX. Now known for her chaotic food content and cutting-edge style, she made the perfect model for a crowd of budding artists at the H&M event, chatting to them the whole time, and even singing ‘Happy Birthday’ to one lucky visitor. In case you were still unsure about her cult credentials, a couple of fans were even reduced to tears.
Drawings in a sketchpad are nice, but Max Danet, the artist and designer behind La Maskarade, elevated things to the next level by spray painting Gabbriette’s portrait directly onto a leather jacket, which she later took home as a keepsake.
Lest we forget, she is an artist in her own right, and created a custom piece especially for the occasion. Printed in-store as limited-edition t-shirts and posters, this artwork was free to take home. A lucky few even got their merch or drawings signed by Gabbriette, or simply took away a hug to remember the occasion by.
H&M’s global event series may be drawing to a close, but it’s not quite finished. One event is still to come, and will see Coucou Chloe hit up Berlin. Keep your eyes peeled for more info here.
