H&M, The New Icon: The retailer’s latest collection gives model off-duty style a permanent place in our closets

H&M The New Icon
H&M The New Icon

See H&M’s The New Icon collection »

H&M strikes again. Yesterday they were making our hearts race with a campaign fronted by Queen Beyoncé (bow down, b***es) and today we found out the Swedish brand will be releasing a collection inspired and modeled by four of fashion’s other favourites—models Joan Smalls, Daphne Groeneveld, Lindsey Wixson, and Liu Wen.

Titled “The New Icon,” the collection is set to hit store floors mid-April and consists of festival ready looks like a tasseled leather jackets, bolo ties, and western inspired ankle boots that are indicative of model off duty style. For those of you who don’t know what that means, it’s basically an effortless look you would spot a model in while she runs from show to show (that would likely be captured by one of many street style photographers).

The collection is simple, effortless and the models say they would actually pick up the pieces while shopping. “It’s super cool and for your everyday girl who wants to look great and feel comfortable at the same time,” said Smalls.

If you’re looking to get the model off duty look has become so popular at an affordable price point, this collection was made for you.