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Conscious Exclusive

H&M

2016

The Challenge

How do we spread the message that H&M produces clothing using organic flax, hemp fibre, recycled glass, organic cotton and wool, and Tencel wood fibre? That is something we must first communicate to the press and bloggers. H&M Belgium asked Brand Senses to work out the content of this initiative.

Green Idea

The premise is that sustainable fashion and high fashion are perfectly compatible. Terms such as ‘reuse’ and ‘recycle’ also deserve to be in the spotlight! Therefore, we helped H&M with the launch of the new Conscious Exclusive collection, a high fashion collection featuring pieces made from sustainable materials. We organized an exclusive PR evening during which this new collection was shown and where guests could also discover the actual meaning of reuse and recycle: clothing made from organic cotton, organic linen, wood fibre or recycled plastic... These initiatives were the main focus of a successful evening.

Groovy Love

On Thursday, March 24th, 2016, the former warehouse of the Antwerp Opera was transformed into a green H&M showroom. The collection was presented in a fresh spring green setting. The invitees were photographed in front of a wall of organic moss. To ensure that everyone had the chance to admire the collection and to experience the ‘conscious’ story of H&M, a temporary ‘workspace’ was linked to the event. During one week, journalists, bloggers and anyone interested could visit in order to admire the collection, chat with the H&M team and enjoy an afternoon’s work.

Great results

The results were impressive: the hall was coloured completely green and the sustainable collection was the star of the evening. The #HMConsciousExclusive was eagerly used and the collection was picked up by the lifestyle magazines. The workspace was a success as well; one week was even too short for the many visitors...

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