H&M

Besides the occasional designer collaboration, H&M is primarily known for its wide selection of casual basics, affordable workwear and charming street style pieces. But with an increasingly diverse and fickle fashion market, the brand had to engage in thoughtful segmentation in order to stay relevant for its many, and varied, fashion clientele. 

H&M was interested in appealing to those free-spirited, socially-conscious artists and musicians occupying the outer boroughs of America's most creatively charged cities. When they approached us to cover their latest summer collection, we engaged Lookbook's viewers to share in a collective experience of the release — held at a camp-themed event straight out of Williamsburg, the hub of indie rock, burgeoning art communities and alternative lifestyles. 

The campaign included exclusive video clips and insider snapshots of the event, as well as mentions of H&M's partnership with clean water advocate Riverkeeper and headlining performances from Zoë Kravitz (daughter of Lenny Kravitz) and Synthpop trio LOLAWOLF.