Has anyone actually seen the Girl With The Dragon Tattoo line of clothing from H&M? There was all this hype — the usual billboards, bus posters, the like — and now… nothing. You might have blinked and missed the whole thing. Or that would-be punk chick with the just-too coiffed hair might be wearing it. It's hard to say.
The line, called “the style which will define the streets this winter” by H&M, is already absent from its website. And those weird billboards and bus stop advertisements have disappeared too. Kinda like a hacker, no? In and out before you knew you were under attack. It's like Lisbeth Salander herself objected to the whole thing and went in and deleted the look from the mainframe.
Among the few remnants left of H&M's GWTDT advertising campaign, the following video highlights the line in action:
Perhaps the punky advertising campaign was removed after blogger Natalie Karneef's open letter accusing the clothing manufacturer of glamorizing sexual violence started making the rounds. Some voices of reason chimed in that, perhaps, this criticism might have been reading a bit too much into the popular brand's line designed by GWTDT's costume designer, Trish Summerville.
Regardless, the incredibly generic-looking line reportedly sold out from L.A.'s H&M location in less than two hours when it went on sale December 14. And is it not coming back. After all, the brand has got to be moving on to their next trendy collaboration. Without any of the advertisements left up for reference the “statement” pieces can't be distinguished from anything else Silverlake hipsters are wearing these days.
The real criticism this clothing line should have received is that it's catering toward Euro-American nationality-confused masochistic punks. Let me break this down: hybrid Swedish-American flag faux-torn t-shirts, leather pants, leather jackets, and knit hoods. All in a new and edgy color palette of greys, blacks (yes, assorted blacks), and burgundy. Anyone who wears knit hoods and black leather pants in the 80-degree Los Angeles winter and isn't masochistic must be coldblooded. I can think of no other explanation.
Other than the manipulation of a trendy film by mass corporate marketing for the sake of… what do consumers actually get out of it? I honestly don't know.
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