On March 11th -13th H&M presented its Studio SS19 collection via an immersive theatre event in Sedona, Arizona. A global audience of ambassadors and media were invited to participate in a scripted narrative based on the collection’s muse, “The Glam Explorer”. The guests experienced unique collection performances like a water ballet spectacle by the Aqualillies, an acoustic performance by The Staves, a fictive camp site and a BMX stunt show. The final scene consisted of a special dance performance followed by an intimate concert with Maggie Rogers. H&M’s customers and fans could follow and be part of the event through interactive activities on social media #HMStudio. The collection will be sold in selected stores and online from March 21st.
“Our ambition was to take the fashion template and revolutionise it using an entertainment mindset. The unique format of immersive theatre allowed our guests, customers and fans to step into a fully realised world of the SS19 collection,” says Kattis Bahrke, Head of Creative Marketing and Communication at H&M
The H&M Studio SS19 collection is inspired by The Glam Explorer, a glamorous adventurous muse who refuses to let what she wears limit her as her wanderlust takes her anywhere from azure rooftop pools to wild desert landscapes. With Sedona, Arizona, as backdrop, selected ambassadors and media were invited to participate in the unfolding of a unique narrative inspired by her spirit.
"We wanted people to feel like they had stepped into another world where they didn’t know what was real and what was fiction. We wanted them to lose their inhibitions, to interact with each other, to become part of a story – and ultimately, to leave this magical place feeling uplifted,” says Connie Harrison, Creative Consultant and Immersive Creative Director.
The event was led by three fictitious friends who acted as hosts and took the guests through dramaturgical scripted scenes. Immersive details such as secret personal messages, a scripted fake radio show and a fake morning newspaper were planted as part of the story to engage the guests. The experience continued over the days as the story unfolded through curated scenes such as a water ballet spectacle by the Aqualilies, an acoustic performance by The Staves, a stunt show by BMX athletes and world champion Perris Benegas as well as a campsite with made-up characters. The crescendo of the narrative was revealed through a spectacular dance performance followed by an intimate concert by Maggie Rogers.
“With H&M Studio we are always inspired by the idea of effortless glamour. We wanted to show how the SS19 collection could suit any glamorous explorer – it’s just about choosing pieces to suit your personal adventure,” says Pernilla Wohlfahrt, Design Director at H&M.
The cast for the event was a mix of world-leading immersive performance actors, dancers and models. Make-up artist Isamaya Ffrench developed the overall beauty look for all fashion moments, using H&M Beauty products.