“New Sounds “ is the name of the project launched online by H&M in collaboration with the singer-songwriter Gaia. For members of the brand’s loyalty program, H&M Member, a special one live concert on February 21, 2022, with tickets already on sale. But also a genderless capsule consisting of sweatshirts and T-shirts, made of more sustainable materials and above all produced only at the time of purchase, to reduce the stock. Last but not negligible detail: part of the proceeds from the sale will be donated to Unicef to support programs of education and training for girls and boys in difficulty.
25 years old, in 2009 won Amici di Maria De Filippibut already in 2016 she had finished second to another talent, X Factor. Gaia tells about this new online project with the Swedish giant H&M, its relationship with clothes and the fashion system and its universe …
How important is fashion in your work?
Fashion can be one of the main elements of an art project, just as it can also be of no importance. It depends on your natural instinct for that kind of creative expression. For me it is and a lot, but only and exclusively because it amuses me.
“New Sounds” collection by H&M.
Genderless sweatshirts and T-shirts, tell us about this choice not to differentiate the collection for him and for her
Because there are not only him and her. Because fashion, as well as many other arts, is representative of what we all need socially. Not to be pigeonholed, to feel free in the inner and even outer representation of what we are and what we wear. I have always worn my grandfather’s old clothes, jackets, shirts, accessories that I personalize making them mine. I buy vintage t-shirts without worrying about whether they are for men or women and I choose based on what I like and want to wear that day, avoiding being trapped in genders, sizes and styles.
“New Sounds” collection by H&M.
This whole H&M initiative lives mostly online. How much space of your life does the virtual world and social networks occupy?
The social world occupies my life above all for work matters. I try to measure my stay inside the algorithm loop as much as possible. But the main reason why we decided to do everything online is purely related to the sustainability process of the project. Not wanting to stock up and consequently overproduction (useless and unsustainable), we preferred to create the sweatshirts and t-shirts only on request, so as to make them unique.
What are you most excited about this collaboration?
All. I am happy with the artistic part, created together with TattoosMale, very simple but extremely true in its essentiality, the attention to detail and the passion of a team of people who really believe in this project. The possibility of elevating an artistic idea: doing something positive, which is not just “beautiful”. Visual, music and fashion come together in a natural way, as happens every day during my artistic journey and in the documentary with H&M the constant interconnection of all these things is told.
“New Sounds” collection by H&M.
Sustainability and revenues partly donated to UNICEF. When is it important for an artist to promote socially relevant activities?
I was given a great opportunity with this project and I believed it was right to do something so that others could have the same opportunities tomorrow. I strongly believe in the power of education and training that make you free to think and realize your dreams and goals. By informing me I discovered that Unicef supports education and training programs for girls and girls in difficulty, deciding to support the initiative with my share of the proceeds was a choice that made me even more proud and happy to be the face, voice, head and heart of this collaboration.
Your private looks and those on stage …
I use streetwear a lot both in my private and for work. On stage I like to be more theatrical in styling, to tell the mood of the concert also through corsets of recycled fabrics, colored trousers and scenographic shirts. But he has also already happened to play wearing cropped t-shirts, jeans and bare feet.
3 adjectives you would use to describe this collection
Sincere, inclusive, aware.
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