Florrie becomes H&M's latest spokesmodel

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The Swedish apparel chain seems to be strengthening its ties to the music world lately. Following news that it will soon launch a Coachella-branded collection in collaboration with the famous music festival, H&M is getting ready to debut yet another H&M Loves Music line, which will be represented by British pop singer-songwriter Florrie.

“So… looks like I’m going to be the face of the new @hm #HMLovesMusic collection launching January 22,” Florrie told her followers on Twitter. “So excited!”

Inspired by the fashion seen at summer music festivals, the H&M Loves Music collections typically have an earthy, boho vibe. But given the new brand ambassador, the next line may be more colorful than usual, perhaps with more of a pop rock touch.

The 26-year-old blonde has already released three albums. While music is her primary calling, she does devote some of her free time to modeling. Most notably, she has been the face of some of the most popular fragrances by Nina Ricci.

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