Once again H&M teamed up with a design house to provide an exclusive clothing collection. Previously Karl Lagerfeldt and Stella McCartney have worked with H&M, this time it was the turn of design duo Viktor & Rolf.
H&M must always stay one step ahead of its competitors. Therefore it was essential that the new Viktor and Rolf campaign site reflected passion, fashion, and above all exclusivity. It had to be the main channel for informing users of where they could purchase the new collection, which was limited to certain stores.
By building hype around the collection and providing different teasers, it was possible to keep consumers interested, before and during the campaign. From pre-launch of the site, to the launch of the clothes at the store, and finally to the webshop. Whilst viral integration meant that the site was spread by the target audience, to the target audience. Based around a grand set of stairs, which represent both a fashion catwalk and a wedding chapel, the dynamic site acts as a countdown for the new collection. The viewer gets the feeling of being invited to a wedding no matter where they are in the site.
A stylishly executed site that brings the extreme world of fashion into the homes and offices of anybody that views it. Keeps them entertained and informed, and then takes them straight to the stores where they can purchase the collection.
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