HMV to kit out festival fans with music fashion ranges

Festival fashion: music fans dress up for Glastonbury in June
11 April 2012

HMV is to branch into fashion as it tries to tap into "festival chic" and the growing crossover between music and clothes.

The chain's 38 largest stores will carry fashion lines with music associations from next month, including Lee Jeans and Boxfresh.

The flagship store in Oxford Street will also sell designs by Rocawear, the label founded by rapper Jay-Z. Smaller stores will stock a more limited range to ensure most the retailer's outlets have clothes on sale.

HMV said the move was designed to target mainly younger customers, who were interested in fashion connected to their favourite artists - including the outfits worn by bands and celebrities at music festivals.

Richard Stockwell, HMV's fashion manager, said: "Music and fashion can be a perfect fit for HMV, not least because they overlap and influence each other so strongly these days. Now our customers can check out and buy the latest street fashions at the same time they come in to make their music and entertainment purchases."

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