H&M SS 19


H&M Studio SS 19

The Glam Explorer Takes Sedona

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.



Boogie Wanderlust


“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


Maggie Rogers


Water ballet spectacle by the Aqualillies, an acoustic performance by The Staves, BMX stunt show were all part of the immersive event.



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