On March 11, H&M will dispense with the traditional method of showing its biannual H&M Studio collection on the Paris Fashion Week catwalk, instead, launching its SS19 collection by combining fashion and immersive theatre.
Key influencers and members of the global press will join H&M on a three-day trip to the awe-inspiring desert of Sedona, Arizona. As the fictional narrative unfolds, a series of immersive events will see the SS19 collection unveiled in exciting new contexts. Developed in collaboration with the esteemed creative agency Sunshine and the creative and production agency PRODJECT, the Sedona trip will recast guests as participants. An original narrative by Connie Harrison, the London-based creative consultant and director, who specializes in the creation of immersive experiences, will – quite literally – bring the SS19 collection to life.
“H&M has always been an innovation-led company and we are proud to launch the H&M Studio SS19 collection, with this new format. We hope that our guests will have a unique experience, partaking in the immersive theatre set-up and narrative we have devised, and that our customers will in turn be able to see the new collection, which combines practical utility pieces with glamorous after-dark options, in a context of wanderlust”,
-says Kattis Bahrke, H&M’s Head of Creative Marketing and Communication.
“We want people to feel like they’ve stepped into another world where they don’t know what’s real and what’s fiction. They meet people. They see things. They uncover secrets. And they leave changed somehow. What a wonderful way to show a collection”,
-says Connie Harrison, Creative Consultant and Immersive Creative Director.