Building a modern sports brand from scratch.
H&M wanted to enter sport. Building a brand from scratch, we reframed sport as movement so every body can take part. From democratising fashion to democratising sport. Championing ‘However You Move’ and setting a progressive new benchmark helping move the world Designing for movement. How do you design branded sport apparel for an unbranded fashion label? You create a unique brand identity with a ‘badge of sport’ called ‘MOVE’. A flexible design system applied across product, labels, hangtags, comms and retail. We laid the foundations for a unified approach to real community engagement for H&M Move.
We put mutual value exchange at the heart of our community impact strategy, enabling H&M’s 70+ markets and regions to become real champions and supporters of their local movement-based communities. Driving planet positive impact at scale. Modern sports brands need to be designed with the planet in mind. Developing a global planet impact strategy across their value chain. Eventually taking it to the next level and collaborating with fitness-icon and climate activist, Jane Fonda, who helped lead the charge.
Dive in to better denim
Jeans might never stop being the pillar of our wardrobes but, that doesn’t mean that the making of denim can’t change. H&M created more sustainable denim with ’90s aesthetic, made by using recycled materials and less water. The primary focus for H&M had been to save water in all production phases by using closed-loop water systems, meaning that the water is reused in the wash process, resulting in lower water consumption and less water waste.
We invited a collection of diverse talent who were relevant to our audience to ‘Dive in to better denim’ bringing their different opinions and personalities to the campaign and to give it that 90’s vibe to create our films and stills.
We invited Lava La Rue, co-founder of 15-strong creative collective NiNE8, to bring her distinctive style of rap, neo-soul and creative flare to the party alongside the body-positive Anna Theroux Ling, founder of MARUCHI HOUSE, and PINK ESSAY.
We each model to express their unique, personal style through the product directed by the infamous animator Ruff Mercy.
