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SLOW FASHION | H&M CONSCIOUS
H&M Conscious is a new product line at H&M featuring sustainable, transparent manufacturing processes. Given a basic clientele profile, conduct further research and develop an advertising campaign to promote the new line. The goal: convince eco-conscious millennials that H&M is a sustainably focused brand.
H&M Conscious: Slowing Down Fast Fashion. Using #slowingdownfastfashion as a unifier, our campaign consists of a pop-up exhibition, opening event, fashion show, app, microsite, and posted advertising matching store window displays.
For this project, we were separated into teams and tasked with creating a multi-platform ad campaign for H&M Conscious. We were given a brief from the client asking us to "convince eco-conscious millennials that H&M is a sustainability focused brand." The project required us to work though a process whereas our team was our advertising agency. Our agency, Studio Buzz, gathered market and consumer research, developed multiple campaign ideas and themes, and brought them to fruition through rendering a final pitch.
There were many challenges involved with this project. The first of which was deciphering the client brief and making sure we got to the root of the issues the client truly wanted to address. Next, we needed to understand every aspect of the target consumer through conducting market research and pinpointing opportunities for points of intervention. Finally, it was a matter of creativity in developing the main campaign that would ultimately feel both authentic to the existing brand and spark engagement with a new market category.
Our agency developed #SlowFashion, a campaign bringing light to the realities of our use of cotton. The campaign emphasized H&M's position as the leading sustainable major fashion retailer and number one user of certified organic cotton. It feature a pop-up exhibition called the 8 Conscious Rooms, taking customers through the production process of organic cotton. The rooms featured interactive art installations which linked to an app providing users with more detailed information on each step of the process as they move through the rooms. We also combined celebrity collaborations, an opening fashion show, print and social ads, as well as a micro site.
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