WHY H&M wanted to launch their SS20 Conscious Dresses Collection amidst the COVID-19 pandemic, and asked us to design and produce their first virtual Fashion Show.

WHAT Inspired by the collections’ color palette and patterns we designed a color-coded microsite under the concept “The Rooms of Change”. The site was divided in colors, each of them paired with a concept of change and an influencer. Guests could enter any of the rooms streaming live and chat with the influencer about their concept or anything they’d like. A countdown on the site unveiled the moment when our fashion film was released live, featuring the influencers wearing the collection. Plus a final Q&A opened up the conversation about the production, design and sustainability of the collection.

20K viewers enjoyed the virtual runaway, 80K watched the fashion film, and the campaign had 5M impacts.