H&M Goes Theatrical for its Studio SS2019 Collection

Spring break came early in the desert town of Sedona, Arizona as H&M and its guests revelled in an immersive theatre event to celebrate the launch of its Studio SS2019 collection. 

In the arid wilderness surrounded by sparse vegetation, dunes of red, yellow and brown earth intermingling with blue skies, global style influencers and members of the media from around the world gathered and participated in a scripted narrative based on the muse of Studio’s collection, “The Glam Explorer”.

“Our ambition was to take the fashion template and revolutionise it using an entertainment mindset,” says Kattis Bahrke, Head of Creative Marketing Communications of H&M. “The unique format of immersive theatre allowed our guests, customers and fans to step into a fully realised world of the SS19 collection,”

A collection that speaks of worldly adventures yet oozing with effortless glamour and seduction, H&M Studio SS2019 collection serves as a fashionable invitation for women to bring out their inner explorer — even if they were spending their summers, working in the office.

The ready-to-wear pieces promise a smooth transition of style, beginning with the first day of spring in pops of vivacious colours to bold prints for a memorable summer vacation in lands far away.

Exotic animal prints dominating the collection, existing side by side with bright working palette and fluid, modern silhouettes.

“With H&M Studio we are always inspired by the idea of effortless glamour,” comments Pernilla Wohlfahrt, H&M’s Design Director. “We wanted to show how the SS19 collection could suit any glamorous explorer – it’s just about choosing pieces to suit your personal adventure,”

Hosted by three fictitious hosts, guests were treated to a three-day getaway filled with stunning, curated performances such as water ballet by the renowned water ballet troupe Aqualilies, a campsite, an acoustic stage performances by The Staves, and a BMX stunt show performed by – you guess it – female stunt bikers!

In between performances, guests were led through a bevy of scripted scenes as if they were shooting a Hollywood movie such as secret personal messages, a scripted fake radio show and a fake morning newspaper. All these were planted as part of the story to engage the guests.

For this event, renowned makeup artist Isamaya Ffrench has been engaged to develop the overall beauty looks for the cast, using H&M Beauty products.

"We wanted people to feel like they had stepped into another world where they didn’t know what was real and what was fiction,” says Connie Harrison, Creative Consultant and Immersive Creative Director. “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,”

The three-day fashion pow-wow culminated with a spectacular dance performance, followed by an intimate concert by Maggie Rogers. 

H&M Stdio SS2019 ready-to-wear and accessories collection is available now in selected H&M stores and online.

*Photos courtesy of H&M

To locate your nearest H&M stores carrying the H&M Studio SS2019 collection, visit www.hm.com today for more details.