H&M Studio S/S 2019
Transforming a fashion show into a two-day immersive theatre narrative
Until now, H&M have launched their Studio collections on a runway at Paris Fashion Week, but as a high street retailer, up against some of fashion’s biggest names, it’s increasingly difficult to stand out. So, in line with a see-now-buy now generational demand we took H&M’s most premium collection out of fashion week and moved it to just before product launch and availability.
However, in order to capture people’s attention and get them to think, feel and eventually buy a whole new collection we needed to create something truly spectacular.
We presented the H&M Studio SS19 collection by inviting over 70 of the world’s top influencers in a 48 hour first-of-its-kind, immersive theatre fashion experience. Commencing the moment they landed in Sedona, Arizona and packed with scripted scenes, secret messages, unexpected encounters, hidden rooms and spectacular fashion moments, each bringing to life key looks from the collection (daywear, activewear, swimwear and evening wear). The journey featured an incredible cast of female talent, including a water-ballet show and BMX riders, and surprise performances by Maggie Rogers and The Staves.
1,890 influencer posts were shared, generating 1.25b+ views, likes and comments and achieved the highest ever organic reach for an H&M collection launch – which sold out in just ten days. Fashion press coverage included features in Vogue, Elle and Harper’s Bazaar.
creative strategy // comms planning // social strategy // channel planning // activation & orchestration
Agency: Sunshine
