H&M’S DENIM CAMPAIGN:
POWERED BY DENIM
Nothing beats the power of the perfect pair.
Role: Conceptual Copywriter & Copywriter
In-house: H&M
H&M wanted to shine a spotlight on its jeans destination feat. a wide range of fits at friendly prices. Our answer? Celebrate the confidence-boosting icon. The in-house creative & I worked in tight collaboration with our Creative Lead. I came up with the concept name + the manifesto. I also crafted all of the copy for hm.com, newsletters, push, organic and paid SoMe, store materials and PR material.
Concept, in short: Powered by denim
You’ve got places to go. And wearing an unstoppable icon, you’ll have the confidence to do it. Loose, Baggy, Regular — at H&M, there’s always a denim fit to power you up.
Creative execution
We gathered a diverse group of models, like Paloma Elsesser, Lucien Clarke & Lennon Gallagher, who all share a love of denim. We shot them in impeccable denim-on-denim looks. To strengthen the feeling of power, we created unexpected transitions between two dimensions —white and blue — using camera rotations. The camera rotations allowed us to show off H&M’s range of fits from all angles.
Team
Copywriter: Lotta Glimstedt (me)
Creative: Anna Helldén & Stephanie Abdallah
Art Director & Creative Lead: Gustav Carpner
Photographer: Scott Trindle
DOP: Luke C Harper
Stylist: Max Pearmain
Campaign at hm.com:
Newsletter:
SoMe content:
