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September 20, 2009
H&M; Fashion Studio

H&M; is online with a new website to launch its Fall/Winter collection. Once again they do simple neat things that work very well to present a wide range of items while keeping the experience at least a bit inspirational.


The images of the offline campaign are slightly animated in a Fall mood with blowing wind and falling leaves. Not really exciting, but definitely better than simple static shots. Each outfit comes with three buttons: one for sharing it with the world on a blog, one for commenting on Facebook (once again a smooth simple integration) and one to further explore the styling combination connected to that look.

The best part of the site is called Fashion Studio, and it's a tool that helps you styling your look using a very wide range of items from the FW collection. What I like is that it's not the usual "upload your photo" tool, you just see how the model looks like. Also, it's a good lesson for fast fashion, very much in line with H&M; as a brand to have a styling tool available to mix and match the collection.

What I don't like is the fact that there is no ecommerce attached. The Fashion Studio does a great job in building purchase desire, and then it leaves you disappointed. And you know that it isn't really easy to find the items you want in the closest H&M; store...

The agency is Perfect Fools.

Comments on this entry

Hi Martina,

Great post and am always a fan of H&M;'s online work.

The link to 'new website' isn't working for me - just a heads up!
(It's going to Outlook, addressed to:


Posted by: Jackie at September 21, 2009 10:35 AM


Thanks Jackie... I hit the wrong button and generated the wrong link... :-(
It should be fixed now


Posted by: Martina at September 21, 2009 10:57 AM


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