Leading music and enytertainment group HMV has announced the launch of a new fashion arm.

HMV will partner with Boxfresh and Lee as it enters the world of fashion retail, the latest phase of the group’s evolution into what calls a ‘broad based entertainment brand’.

The move will see HMV stores add a dedicated fashion section in their stores, to be called ‘The Studio’. These will feature predominantly menswear and accessories from well known brands including FLY53, Lee Jeans, Boxfresh and Eastpak, and are set to debut on September 1.HMV’s Oxford Street London flagship store will also feature items from Rocawear, the designer label from hip-hop star Jay-Z. UK rapper Kano will also be involved in the new initiative, along with the indie band Everything Everything, who are brand ambassadors for Boxfresh and Lee respectively. It is understood that both artists will make live, in-store appearances to celebrate the launch of the new fashion direction.
 
The entertainment group said that it sees itself as the perfect outlet for which to capitalise on the crossover between the music and fashion industries, claiming that the fashion foray was a natural progression.

The new clothing range will also feature online at the e-commerce site run by HMV, with the possibility of making an appearance at stalls run by the group at music and festival sites. Richard Stockwell, the HMV fashion manager, said that the two genres over-lapped each other strongly, making HMV the perfect fit to showcase both.