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.