We traveled to the fabulous Enchantment Resort in Sedona, Arizona for a 3-day H&M fashion event. For Spring/Summer 2019 H&M pulled out of Paris to show a statement making collection in Arizona. With A global audience of ambassadors and media, we were happy to participate in a scripted narrative based on the collection’s muse, “The Glam Explorer.”
“Our ambition was to take the fashion template and revolutionize it using an entertainment mindset. The unique format of immersive theatre allowed our guests, customers and fans to step into a fully realized 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, the selected guests 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.
Three fictitious friends, who acted as hosts and took the guests through dramaturgical scripted scenes, led the event. 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.
Make-up artist Isamaya French developed the overall beauty look for all fashion moments, using H&M Beauty products. H&M
Giambattista Valli for H&M
Man and Machine - Precise Construction
Rosé for Summer 19
Gulfstream G650ER and the Gulfstream G500
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Rolls-Royce Champagne Chest
Fine Sipping Tequila by Casa Dragones
All New For 2020
Reflective Nature at Intersect By Lexus NYC
The Glam Explorer H&M SS 119
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Bed & Shred At The Hotel Erwin
Lexus and John Elliott
Fiat 500 F series at MOMA
Moncler Genius Program
Great Sound From Master & Dynamic
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Welcome 2019 With Louis Pommery by Champagne Pommery.
Jonathan Scott's Mobile Holiday Window
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Rumpl & Yakima and Artist Adam Haynes
Aston Martin Special Edition
Exclusive MCM x WizPak
Red Carpet Rocks - A Star-Studded Pop Up Event
Abadía Retuerta LeDomaine - The #1 Hotel In Spain & Portugal
Reebok launched the Aztrek
Philipp Plein x Playboy
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Charter This Luxurious Yacht - The Paris A
John Varvatos And Nick Jonas - JVxNJ
Commitment, A Collection by Equinox
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Phuong Dang Perfumes
13 Secrets - Southern Charm
Chef Vincenzo Betulia - A Trio Of Excellence In Naples
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A California Collaboration - The Moto Collection by Shwood and Iron & Resin.