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Must Read: The Atomics Front H&M Campaign Music Video, Kanye West Starts Yeezy Show Without Kylie Jenner and Tyga

Plus, Bella Hadid's channels '90s Kate Moss in "V."

These are the stories making headlines in fashion on Thursday.

When your garage jam session is an H&M campaign video...
Alternative pop band The Atomics — made up of Lucky Blue Smith and his sisters Pyper America, Starlie and Daisy Clementine — are the stars of H&M's Coachella-inspired collection campaign, and what better way to show off the clothes than in action with a music video? Watch the Smith siblings perform a cover of "Let's Live for Today" by The Grass Roots in the campaign video, above. {Fashionista inbox}

The show must go on... without Kylie & Tyga
Kylie Jenner and her boyfriend, Tyga, reportedly arrived half and hour late to the Yeezy Season 5 show yesterday and ended up missing the first several looks shown on the big screen. Time management skills are important, y'all! {WWD}

Bella Hadid channels '90s-era Calvin Klein campaign for V
The model reimagines Kate Moss's iconic black-and-white ads in the pages of V Magazine in a new photo story by iconic photographer Mario Sorrenti. Check out a preview of Bella's shoot online and look out for the full portfolio when the issue hits newsstands on March 9. {V Magazine}

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Is brand consolidation working?
Marc Jacobs, among several other designer labels including Dolce & Gabbana and Burberry — have folded (usually more accessibly priced) diffusion lines into the main collection in recent years in an effort to streamline operations and solidify brand identity, but does it pay off in the end? "It can be difficult to sustain a monobrand," said Mario Ortelli, head luxury goods analyst at global asset management firm Sanford C. Bernstein to Business of Fashion. "But if you change the structure in a way that makes sense for your business, sometimes you are able to make a turnaround." {Business of Fashion}

The rise of gender fluidity on the runway
Nowadays, it's pretty hard to describe what exactly a "model" should look like: an androgynous look is now just as welcome as a conventionally feminine (or masculine) one, and an increasing number of designers are making the decision to show men's and women's looks in the same runway show. {The New York Times}

Greece's culture ministry rejects Gucci's request to host runway show at the Acropolis 
Apparently there are places too sacred to hold a fashion show. In a televised statement from Tuesday night, Greek Culture Minister Lydia Koniordou addressed a panel of ministry experts stating that she was in "total agreement" to reject Gucci's request to stage a fashion show at the Acropolis (a UNESCO World Heritage Site) this summer. "We have a duty to defend the importance of (the Acropolis)... a global symbol of democracy and freedom," said Koniordou. Gucci shouldn't take it personally, though: it's very rare that requests for commercial use of ancient monuments in Greece are approved. {Associated Press

Kylie Jenner talks building her own beauty business and obsession with lips to Violet Grey
The 19-year-old is kicking off the beauty retailer's "Woman Made" profile series (which will spotlight 50 female beauty entrepreneurs) and sat down with site founder Cassandra Grey to discuss lips and her early aspirations to create her own beauty empire. "I always knew I wanted to create my own lipstick," said Jenner to Grey. "I said, 'We need to trademark Kylie Lip Kit' — that was what I wanted to call it." {Violet Grey}

Homepage photo: Courtesy of H&M

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