GIAMBATTISTA VALLI X H&M - THE MOST COUTURE COLLECTION EVER
H&M’s designer collaborations have pushed the envelope in fast-fashion for fifteen years. After collaborations with Karl Lagerfeld, Versace, Balmain, and Moschino (to name just a few!), it’s now time to take on a new challenge: creating a haute couture-inspired collection on a big scale.
Giambattista Valli is first and foremost a dressmaker, and there’s no questioning that fact when you languish among the sixteen spectacular frocks, gowns and dresses in the women’s range.
H&M asked their icons to be a part of their Open Fitting Studio to try out the new Giambattista Valli collection before it’s launched. The icons were asked to post photos from the event and promote the public in-store open fitting studio the following week.
The chosen icons were invited to a palace-like location in Stockholm where they got to try out the beautiful clothes and were photographed by one of ICON Studios photographers.
A small selection of the chosen icon’s posts.
The campaign went live 5 days after the brief was posted in the app, with great results, and H&M used the content of the icons in their own channels to create extra reach, engagement, and loyalty.
No. of icons
Brief to completion of campaign