Hennesa & Mauritz or H&M, the Swedish multinational retail-clothing company has put together this new campaign called ‘H&M Life,’ set up to showcase young artists from different parts of the world that essentially provides a lifestyle oriented platform for each of those selected.
By focusing on individual influencers and local culture, H&M has positioned themselves as more than just an international fast-fashion brand.
Chicago rapper and cool kid Sir Michael Rocks invites H&M to the studio where he records the track ”Love and Affection,” one of the last songs to complete his forthcoming solo album. In this video portrait, Sir Michael Rocks talks about his style, influences and how music helped him find his true self.
Antoine “Sir Michael Rocks” Reed (originally from Matteson, Illinois) is a rapper and one half of the acclaimed retro rap duo The Cool Kids.
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