H&M Edition by Héctor Bellerin
Driving Awareness for H&M's Sustainability Credentials Amongst a Fashion-Forward Male Audience
ITB were tasked to secure Héctor Bellerín, the Spanish Arsenal and Spain national team football player, for the H&M’s sustainably driven collection. He was the perfect candidate due to him being a fierce advocate for sustainability and social responsibility.
Securing a Global Football Star to Deliver a Menswear Collection with a Commitment to Sustainability
By securing Héctor as a design consultant and ‘face of’, ITB oversaw the collection design process through to execution and launch. When initially invited to be a part of the project, Bellerín set a firm ultimatum: that the entire collection had to be made from more sustainable materials. H&M’s reply: challenge accepted. The footballer then worked in close collaboration with the men’s design team, giving his input on everything from the look and attitude of the collection to colours, silhouettes, graphics, and styling; always guided by his commitment to sustainability.
Unprecedented Engagement and Sales
The collection received fantastic press coverage with interviews with the Sunday Times Style, GQ, ICON and Hypebeast which resulted in a fast-selling collection. Hector also did a virtual Q&A which received huge engagement and consumer participation.