# Theatrical Fashion Unveilings H&M SS19 is Launching with a Three-Day Theatrical Desert Experience By Laura McQuarrie | Published 2019-02-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hm-ss19 References: [fashionmaniac](http://fashionmaniac.com/hm-studio-to-launch-ss19-collection-through-immersive-theatre-format/) & [www2.hm](https://www2.hm.com/en_ca/index.html) Rather than debuting the biannual [H&M Studio](https://www.trendhunter.com/trends/hm-studio-1) collection on the [catwalk at Paris Fashion Week](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk), the Swedish fashion retailer will be showcasing the H&M SS19 range with an [immersive, theatrical experience](https://www.trendhunter.com/trends/centennial-exhibition) 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. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 80% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Immersive Fashion Shows:** The use of immersive experiences as a way of showcasing fashion collections instead of runway shows. - **Narrative-driven Marketing:** Marketing strategies that use storytelling and narratives to drive brand engagement. - **Experiential Retail:** Creating unique experiences for customers to engage with products in a physical store environment. ### Industries Being Reshaped - **Fashion:** The fashion industry is embracing immersive, theatrical experiences as a way of showcasing new collections. - **Marketing:** The use of narrative-driven marketing is disrupting traditional marketing strategies and engaging consumers in new ways. - **Retail:** Experiential retail is offering customers unique and memorable experiences that differentiate from traditional retail models. ## Related on Trend Hunter - [Performance-Driven Designer Experiences](https://www.trendhunter.com/trends/wings-of-hermes.md) - [Immersive Fashion Exhibitions](https://www.trendhunter.com/trends/centennial-exhibition.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Whimsical Feminine Runway Shows](https://www.trendhunter.com/trends/wild-rose-sparrow.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Desert-Inspired Fashion Collections](https://www.trendhunter.com/trends/rudsak-ss25-collection.md) - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Intimate Spring Fashion](https://www.trendhunter.com/trends/louis-vuitton-springsummer-2026.md)