Forget the runway, H&M chooses "immersive theatre" to unveil Studio collection

today Feb 4, 2019
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H&M is taking an interesting approach to unveiling its SS19 Studio collection and on March 11, leaving behind its traditional runway show format, it intends to combine “fashion and immersive theatre.” 


What that means in practice is that “key influencers” and members of the global press will join it on a three-day trip to the “awe-inspiring” desert of Sedona, Arizona. 

“As the fictional narrative unfolds, a series of immersive events will see the SS19 collection unveiled in exciting new contexts,” it said. The company has been working with creative agency Sunshine and creative and production agency Prodject on the launch plans and said that “the Sedona trip will recast guests as participants.”

It certainly sounds like a concept that’s designed for the social media age with plenty of Instagrammable moments likely to be the result.

The company added: “An original narrative by Connie Harrison, the London-based creative consultant and director, who specialises in the creation of immersive experiences, will – quite literally – bring the SS19 collection to life.”

Kattis Bahrke, H&M’s Head of Creative Marketing and Communication, said the new strategy fits the retailer’s profile as an “innovation-led company”.

Harrison said the aim is to make people “feel like they've stepped into another world where they don't know what's real and what's fiction,” and where they can “meet people, see things, uncover secrets.”

And the company is claiming this as a first for the sector with other companies focusing on making fashion shows more experiential but none so far fully embracing theatre and inviting guests to join them in the experience.

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