H&M, SPORTSWEAR, H&M JEANS
New brand launch, Video, Retail touch points
Building a modern sports brand from scratch. H&M wanted to enter sport. We reframed sport as movement so every body can take part. From democratising fashion to democratising sport. Championing ‘However You Move’ and setting a progressive new benchmark helping move the world.
Designing for movement. How do you design branded sport apparel for an unbranded fashion label? You create a unique identity with a ‘badge of sport’ called ‘MOVE’. A flexible design system applied across product, labels, hangtags, comms and retail. We laid the foundations for a unified approach to real community engagement for H&M Move.
H&M Jeans created sustainable denim with ’90s aesthetic by using recycled materials and less water. We invited diverse talent to ‘Dive in to better denim’, bringing their personalities to our 90's vibe films and stills. We featured Lava La Rue, co-founder of NiNE8 collective and Anna Theroux Ling, body-positive advocate and founder of MARUCHI HOUSE and PINK ESSAY. They each expressed their unique style through the product directed by the infamous animator Ruff Mercy.