Rather than debuting the biannual H&M Studio collection on the catwalk at Paris Fashion Week, the Swedish fashion retailer will be showcasing the H&M SS19 range with an immersive, theatrical experience that will unfold over the course of three days in the desert.
Sedona, Arizona is the place where influencers and press will meet for the unveiling of the new collection, as told by a narrative story and a series of events. Unlike traditional fashion unveilings that clearly separate viewers from presenters, this event in the desert is set to involve attendees in the theatrical experience.
For this initiative, H&M worked with various agencies to develop an experience based on the concept of "glamorous exploration." At the event, the H&M SS19 collection is set to reveal practical options alongside luxe after-dark styles.
Theatrical Fashion Unveilings
H&M SS19 is Launching with a Three-Day Theatrical Desert Experience
Trend Themes
1. Immersive Fashion Shows - The use of immersive experiences as a way of showcasing fashion collections instead of runway shows.
2. Narrative-driven Marketing - Marketing strategies that use storytelling and narratives to drive brand engagement.
3. Experiential Retail - Creating unique experiences for customers to engage with products in a physical store environment.
Industry Implications
1. Fashion - The fashion industry is embracing immersive, theatrical experiences as a way of showcasing new collections.
2. Marketing - The use of narrative-driven marketing is disrupting traditional marketing strategies and engaging consumers in new ways.
3. Retail - Experiential retail is offering customers unique and memorable experiences that differentiate from traditional retail models.