Couture chaos: Mugler x H&M’s exclusive music video debuts their new collection with Shygirl and Amaarae

The pop industry is no stranger to Mugler, with icons Dua Lipa, Doja Cat, and even Beyonce as fans of the brand. So for their collaboration with H&M that was announced a month ago, the luxury brand has now decided to showcase the collection alongside a music video – definitely a debut with a bang.

Casey Cadwallader, who has remained as creative director of Mugler since 2018, has pulled from the archives to remake some of the beloved faves (catsuits anyone?) and will include a range of new pieces exclusively for H&M.

And whilst speculation of how the two brands at opposite ends of the industry spectrum will merge, it is the music video created as part of the campaign that has answered all the questions. Ghanaian singer Amaarae, London-born Shygirl, Multi-instrumentalist Eartheater, and Venezuelan musician Arca have teamed up to create an exclusive anthem for the collab. With the help of producer Ashland Mines, the campaign shows the tune to be a reimagined version of Stardust’s 1998 hit ‘Music Sounds Better with You’.

The video is jam-packed with artists, models, and partners of the brand everywhere you look. It was directed by Torso – the duo behind three viral Mugler fashion videos including the likes of Hunter Schafer – and was styled by Haley Wollens. The premise is to create a collection that makes Mugler accessible, whilst providing a space that maintains the brand’s history alongside a diverse and inclusive community. It also features original Mugler muses, Connie Fleming and Jerry Hall. Theatricality and subculture are evidently at the heart of this campaign – an ode to Thierry Mugler himself. 

The Mugler x H&M collection will launch on the 11th of May 2023 on their website and in selected stores.