Bengaluru: H&M India has announced a strategic partnership with HYBE India to deepen its engagement with music and youth culture through the launch of its new campaign, ‘ICONS IN THE MAKING’.
The campaign aligns with HYBE INDIA’s ongoing auditions to discover India’s next global girl group, positioning fashion and music as platforms for self-expression. Through this initiative, H&M aims to empower emerging talent to embrace their individuality, creativity, and voice.
As part of the campaign rollout, a series of interactive pop-ups will be hosted at HYBE INDIA Pop-up Parks across cities including Guwahati, Mumbai, Pune, Hyderabad, Bengaluru, and Delhi between May and June. These experiential spaces will integrate fashion, beauty, and music, featuring glam stations, interactive installations, and content creation opportunities designed to engage young audiences.
In addition, select malls across these cities will feature dedicated booths for online audition submissions, enabling participants to showcase their personal style and talent. HYBE INDIA’s auditions are currently open from March 31 to July 31.
Speaking on the collaboration, Helena Kuylenstierna, Director, H&M India, said, “Music, much like fashion, has the power to break boundaries, build communities, and give people the confidence to express who they truly are. With our campaign and our partnership with HYBE India, we’re creating a platform that supports emerging talent, and enables them to explore their creative identity. Our ambition is to inspire young women to shape culture in their own unique voice.”
“Through our partnership with H&M India and the ‘ICONS IN THE MAKING’ campaign, we are building a bridge between music, fashion, and self-expression,” said Dahae Lee, COO of HYBE INDIA. “This collaboration reflects HYBE INDIA’s commitment to discover and nurture emerging talent, while providing them with a meaningful platform to grow, connect, and step confidently toward a global stage. The new generation isn’t afraid to be bold or express themselves with confidence, and we’re here to support and champion their journey as they shape the evolving narrative of youth culture.”
The collaboration further builds on H&M India’s ongoing association with the music ecosystem, including partnerships with festivals and artists, reinforcing its focus on culture-driven engagement and youth-centric storytelling
