H&M does not position itself as the edgier, most alternative clothing retail brand there is. Most of us can agree on that. But the brand is definitely going for more hype as it just released a video starring Dj Sanna La Fleur in one of her typical day.

La Fleur is a Berlin-based Swedish DJ playing minimalistic house and techno music. Earlier this year she was signed as a resident DJ at Watergate Club.

Aside from her DJ/artist/producer activities she owns her own record label: Power Plants Records and just launched Power Plants Elements, a capsule-collection of club clothing composed of 8 unisex items, all crafted in black leather, wool or jersey.

The video, hosted on H&M Life – the brand’s inspirational blog – and on the brand’s Youtube channel follows La Fleur in the streets of Berlin as she goes through record shops, her recording studio, clubs and a fitting for Power Plants Elements collection talking about her vision of music and her work, her fashion philosophy and herself.

This initiative proves H&M understood that the younger generation seems more concerned with what the clothing stands for than its pure aesthetics. Even though H&M Life does not sell anything, it provides H&M audience with fresh, exclusive content concerning the worlds of music and fashion, promoting the H&M Lifestyle, creating interest and trust in the mind of consumers.