Fashion meets Unexpected: the 2016 KENZO x H&M collection
For the third consecutive year we were asked to create the digital launch experience for H&M’s annual design collaboration. 2016 saw Kenzo + H&M create an amazing collection - playful, colorful and rebellious. This collection called for us to create an inspiring, surprising experience, showcasing the lookbook as well as the full collection while enabling the actual sales launch on the H&M e-commerce platform.
For the very first time in the H&M design collaboration history, the full digital experience was optimized for mobile users all over the world. To create a site that presented the content as a story, where the user is in complete control, we created a scrolling experience where every single interaction can be controlled by the simple swipe of a finger.
We animated all Kenzo patterns from the collection to add more life to the page, and created online-specific animated lookbook images that are seamlessly controlled by the motion of the page, for a surprising and playful experience.
Each lookbook interaction was shot separately in Paris in collaboration with photographer Oliver Hadlee Pearch. To ensure the interactive quality, every image followed the guidelines of our storyboard and prototype animatics we prepared for the shoot.
The result was a stunning digital experience that embraces the collection’s spirit and makes the colors, shapes, patterns and textures come to life.