From March 11th to March 13th H&M presented its H&M Studio SS19 collection through an immersive theatre event in Sedona, Arizona. A global audience of ambassadors and media were invited to participate in a scripted narrative based on the collection’s muse, “The Glam Explorer”. The guests experienced unique collection performances such as a water ballet spectacle by the Aqualillies, an acoustic performance by The Staves, a fictive camp site and a BMX stunt show.
The final scene consisted of a special dance performance followed by an intimate concert by Maggie Rogers. H&M’s customers and fans could follow and be part of the event through interactive activities on social media #HMStudio.
The collection will be sold in selected stores and online from March 21st 2019.
“Our ambition was to take the fashion template and revolutionise it using an entertainment mindset. The unique format of immersive theatre allowed our guests, customers and fans to step into a fully realised world of the SS19 collection"
Kattis Bahrke, Head of Creative Marketing and Communication at H&M
“With H&M Studio we are always inspired by the idea of effortless glamour.
We wanted to show how the SS19 collection could suit any glamorous explorer –
it’s just about choosing pieces to suit your personal adventure,”
Pernilla Wohlfahrt, Design Director at H&M
Images courtesy of H&M
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