ERDEM x H&M

Client: H&M

Launch Campaign

Powerful flowers from ERDEM x H&M are sweeping the fashion world off its feet

For the fourth consecutive year, H&M partnered with B-Reel for the launch of the annual designer collaboration, this time with London-based designer Erdem. Inspired by rich and bold wildflower patterns symbolic of the English countryside, the collection collaborated with film director Baz Luhrmann to create an inspiring and surprising tale of a world where spring is ever present. We developed strategy, concept, and content for the digital, e-commerce, and social experiences to grow the hype around the collection during a four month period, from the first announcement to the actual launch in store.

For hm.com, we translated the concept of a world with eternal spring by creating an experience where every swipe down is a rich blossoming surprise. Single flowers, featured in the collection, were animated and coded to sync smoothly with the scrolling experience. For mobile, we added a gyroscope feature that invited users, by a simple phone tilt, to interact with the blooming graphics.

Across social media, we developed a three month-long story split into 50 different posts and 14 Instagram stories, revealing the collection piece by piece and increasing excitement for the release. H&M enlisted global influencers, such as @immanhamman and @neelsvisser, to unfold an exciting story featuring a dynamic profile-to-profile activation connecting influencers to @hm and in turn boosting our reach.

The story contains product animations mixed with more classic collages, beautifully displaying outfits on whirling meadows. Every Instagram story, post, and tweet was carefully crafted as a format-specific piece, each contributing to the overall story.

The result is a powerful and beautiful experience, integrated across digital and social platforms unveiling a seamless story about the ERDEM x H&M collection. And the fashion world loved it. The stories in social media were viewed and shared at all-time-high levels, creating excitement for the anticipated sellout in H&M stores.

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