H&M&REDSTAGE: Where Style Meets Sound

Fashion and music have always shared the same stage. Now, H&M is formalising that relationship with the launch of H&M&REDSTAGE, a new music initiative exploring how personal style shapes artistic expression.

The project pairs established global artists with emerging talent, inviting them to reinterpret well-known tracks through their own creative lens. The result is a collaboration that sits somewhere between fashion campaign, studio session and cultural exchange.

Leading the first edition is GIVĒON, the eight-time Grammy-nominated R&B artist whose baritone voice and sharp sense of visual identity have made him one of contemporary R&B’s most distinctive figures. As the creative anchor for the inaugural H&M&REDSTAGE project, GIVĒON worked with the brand to shape a musical world that merges sound with style.

Part of that vision involves bringing new voices into the spotlight. For the project, GIVĒON personally invited two rising artists to reinterpret his work: experimental vocalist Dhee and London-born singer Absolutely.

Dhee — known for blending experimental sounds with influences rooted in South Asian music — delivers a reinterpretation of “Like I Want You.” Meanwhile Absolutely offers her own take on “Heartbreak Anniversary,” reworking the track through a voice shaped by a broad mix of musical influences.

Alongside those reinterpretations, GIVĒON contributes new recordings of his own songs “Rather Be” and “Twenties”, reinforcing the collaborative spirit at the centre of the initiative.

For H&M, the project continues a long-standing connection between the brand and global music culture. Over the years, the retailer has partnered with artists across concerts, collections and cultural campaigns — a relationship rooted in the idea that clothing and music are both forms of self-expression.

For GIVĒON, the experience offered a fresh perspective on his own work. Watching other artists reinterpret his music, he says, made him “fall in love with my songs all over again.”

The first H&M&REDSTAGE recordings arrive on streaming platforms including Spotify and Apple Music from 13 March.