A week before the Isabel Marant H&M collection launched, H&M created a totally unique advertisement for the collection, which involved hanging clothing pieces between frosted glass. The garments were barely visible, but this only captured the interests of fashionistas.
By tweeting an appropriate hashtag, the garment would suddenly be revealed to passersby. These particular items were unique pieces from the Isabel Marant H&M collection, that could be pre-ordered by those lucky enough to spot one of these ads.
Instead of putting out a traditional press release, H&M released a YouTube video announcing the campaign and left the rest to the fans. Of course it didn’t take long for word to spread through bloggers, or anyone interested in this particular H&M collaboration.