# Hipster-Punk Pictorials The H&M Divided Grey Collection Campaign Stars Alice Dellal By Alexandra Serrano | Published 2012-10-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-divided-grey-collection References: [designscene.net](http://www.designscene.net/2012/10/hm-divided-grey-concept-autumn-2012.html) & [hm](http://www.hm.com/divided-grey) The [H&M](https://www.trendhunter.com/trends/hm-x-glenn-martens) Divided Grey collection updates the London punk rock look with gritty style and former [Chanel](https://www.trendhunter.com/trends/coco-mademoiselles) model Alice Dellal. Though the Swedish retailer's 'Divided Grey' line is usually a menswear collection, this season has seen the addition of women's garments. Catering to an edgy consumer base, the collection takes on the [London punk rock scene](https://www.trendhunter.com/trends/the-war-of-the-three-kingdoms) of the late 1970s. Each model oozes with cool as they strut in urbane settings sporting the edgy collection. The H&M Divided Grey collection centers around wearable garment pieces in a chromatic palette. These are ideal for layering to create a street style that toys with motifs of radical style. Alice Dellal adds a contrasting feminine appeal to the otherwise gritty imagery creating a contrast of alluring rebellion. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 93% | Activity: 95% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Urban Punk Fashion:** The H&M Divided Grey collection embraces the edgy London punk rock look of the late 1970s, offering disruptive innovation opportunities in the fashion industry. - **Gender-inclusive Style:** The addition of women's garments in the 'Divided Grey' line caters to a diverse consumer base, creating opportunities for disruptive innovation in the fashion industry. - **Layering as Street Style:** The collection's focus on wearable pieces for layering opens up disruptive innovation opportunities in the fashion industry. ### Industries Being Reshaped - **Fashion:** The H&M Divided Grey collection presents disruptive innovation opportunities in the fashion industry, particularly in the urban punk fashion and gender-inclusive style segments. ## Related on Trend Hunter - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Refreshed Expressive Fashion Brands](https://www.trendhunter.com/trends/cheap-monday-relaunch.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [90s Grunge-Inspired Fall Apparel](https://www.trendhunter.com/trends/the-october-collection.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Punk History Apparel](https://www.trendhunter.com/trends/the-war-of-the-three-kingdoms.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md)