H&M Loves Music is a digital platform that lets users create fashion “tracks” using the pieces in their summer collection.
Swedish multi-national clothing retailer H&M has partnered with Ogilvy & Mather Advertising, Shanghai to create a new mobile experience that combines fashion and music to promote the company’s Divided men’s and women’s summer clothing collection, which includes shirts, dresses and shoes.
H&M Loves Music is a different kind of product catalogue. It is actually a digital platform that allows fashion and music lovers to create their own personalized tracks and “remixes” by browsing through the new summer collection and adding their selected fashion items into a music sampler.
Each of the 43 items in the digital catalog comes with their own distinct sound effect. To create their own unique tune, users simply go through the Divided collection and pick out an item with the sound effect they want. They can drag and drop the items into the music mixer to create different music track remixes.
Sascha Engel, the Deputy Head of Digital, Ogilvy & Mather, China, commented:
H&M is leading digital and social media as the first brand to create an interactive music mixing experience via the mobile web. The Fashion Mixer engages youth to explore the brand’s new summer line in a relevant way that connects their passion for music with fashion.
H&M Loves Music users will be able to share their unique remixes on social media sites like Weibo, WeChat, and Facebook. The music track with the most number of “Likes” per week on the Top Mixers 100 Chart will get the chance to win a set of headphones to be provided by SkullCandy.
The mobile initiative is running across Asia and has already gone live. H&M and fashion fans as well as music lovers from Singapore, Hong Kong, Malaysia, and mainland China can create their personalized tracks using their smartphones by going on the H&M; Loves Music digital platform. The initiative will run for the next nine weeks.
[h/t]: The Drum