H&M Studio AW20

Aligning with Next-Gen Tastemakers to H&M’s Showcase H&M’s Fashion-Forward Collection

H&M tasked ITB to cast and secure talent who are beacons of self expression recognised for for their distinctive sense to join as the official muses of H&M’s limited edition AW20 Studio Collection to showcase the brand’s most quality and sustainable offerings of the season – the fabrics made from recycled Italian wools, Italian leather and organic cottons supporting H&M along its journey to strive for better.

Building Affinity with Fashion Lovers Through Next Style Shapers

ITB cast global talent who had a strong sense of personal style and  could shoot themselves from home creating content around their own personal styling of the collection. ITB secured Barbie Ferreira, star of Euphoria and Unpregnant, and British soul singer, Celeste, to join the ensemble cast for the digital campaign that was rolled out online and across social media. Each of the talent created their own interpretation on the collection that takes cues from the brave nineteenth-century writer Violet Paget – encapsulating her fearless style with tapered tailoring long-line silhouettes and feminine blouses – and 70s rock, disco and punk to combine a twist of feminine and masculine looks.

Combined Follower Reach
Markets Globally
Culturally Relevant Rising Stars in the UK + US

Sold Out Collection + Media Attention

The collection quickly sold out and press outlets from the UK and US were quick to pick up the collaboration with the campaign featuring across articles in Vogue, Refinery 29 and Grazia, with Barbie carrying out interviews with Paper Mag and Instyle.