Axwell and Ingrosso Partner with H&M to Release New Track ‘Sun Is Shining’
Clothing brand H&M recently partnered with Coachella to create a collection of styles for the festival that is notoriously trendy. You can check out the collection on the H&M Loves Coachella site. Now, the brand has partnered with Swedish superstar DJs Axwell Λ Ingrosso to release a brand new track in conjunction with their summer campaign.
This new track titled "Sun Is Shining" will serve as the anthem for a new collection of styles for the summer season. On April 30, H&M will premiere a commercial with supermodels Joan Smalls, Natasha Poly, Doutzen Kroes and Adriana Lima are promoting the clothes, while the new Axwell /\ Ingrosso track plays in the background.
“It was amazing for us to work with H&M on this summer campaign with our new song, 'Sun Is Shining.' We’re always proud to work with Swedish brands, and with summer finally upon us, we can’t wait for everyone to hear one of the songs from our forthcoming album,” says Axwell /\ Ingrosso.
As we await the arrival of the new track, it can be assumed that it will contain the kind of pop-friendly sound they've exemplified in tracks like "Something New" and "On My Way." This announcement comes shortly after the duo received a ton of unwarranted negativity, when fans and artists alike misinterpreted a quote from them in a New York Times article where they referred to underground music as "amateur." This announcement is sure to echo more negativity from fans who will condemn them for "selling out" and/or becoming too mainstream. Regardless, fans will all receive a new taste of Axwell /\ Ingrosso's much-anticipated forthcoming album at their new home of Def Jam Recordings when the H&M commercial airs. In the mean time, check out the official page of the H&M and Axwell /\ Ingrosso collaboration.