INNOVATION
STORY
The design concept Innovation Story is recognized by its expressive styles and bold fashion made with more circular innovations. Building off of the success from the previous women’s collections, H&M launched the first independent kids’ Innovation Story in 2022.
The collection was called Imagine That, referring to the innovations and solutions used to create the garments. Me and my creative partner’s assignment was to establish a new ToV and look and feel for the “young” target group (8-14y), segmenting it from the younger kids.
Imagine that…
This jacket is made using ocean-bound plastic.
We designed a playful and vivid creative direction with bold colours, expressive body language and a slightly more laidback ToV with a twinkle in the eye. The use of CGI helped us explain the innovations behind the clothes in a fun and engaging way relevant for the target group.
Imagine that…
These shoes are made with cacti.
Imagine that…
These sequins are made using PET bottles.
Responsibilities
Building creative concept based on insights and strategy together with creative partner
Collaborating with Art Director, creative in-house team, and external agency
Setting the ToV and crafting copy for organic channels and paid media
Collaborating with design team and sustainability team to ensure correct messaging