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
Always Paparazzi Free
Shaking up Lacoste
Automobili Lamborghini Edition
Ambush X Bvlgari
Rebirth Of Heritage
By Mission Workshop
By Bowlus Road Chief
Performance, Driving Pleasure
A Laugh Riot
Father's Day June 21st.
The Chrome laptop sling
And Travel Collection
What Is Contemporary Art?
Baume and Girard-Perregaux
The Pommery Prize
Men’s Athleisure collection
Brian Clarke @ MAD
Go Red, Like You Mean It
Helena Christensen x H&M
Eau De Parfum by ALTAIA
Inside Outside by Linda O'Keeffe
Happy 2020 - Louis Pommery
Wang For Bulgari
Luxuries from Calvin Klein and Bulgari
WhistlePig @Sagamore Hill
By Ellen Von Unwerth with Anastasia Karanikolau
Paul Theroux's Compelling Journey Into The Heart And Soul Of Mexico
Designed For Cruising and Performance. The Stunning Azimut 62S Italia.
Hyundai and Zero + Maria Cornejo
AI, Robotics, Cities, Life
Spotted in St. Barths
Maui Jim X Blade On National Sunglasses Day
Tradewind Aviation Goodspeed Card
Giambattista Valli for H&M
Rosé for Summer 2020
Gulfstream G650ER and the Gulfstream G500
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
Social Sessions Four Seasons LV
Bed & Shred At The Hotel Erwin