H&M is premiering its latest studio collection not on the catwalks of Paris, but in the sands of Sedona, taking influencers for a three-day experiential adventure designed to heighten engagement through theatre

In lieu of the traditional show at Paris Fashion Week, fast-fashion retailer H&M will be premiering its spring collection with a journey through the desert. The SS19 Studio collection will be launching on March 11 through a series of events during a three-day trip through Sedona, Arizona.

The guests, a mix of influencers, members of the press and fashion regulars, will be active participants in these immersive events. The experience will be narrative-driven to help showcase the glamorous and utilitarian collection with wanderlust as the theme. The show is the creation of partnerships between H&M, creative agencies Sunshine and PRODJECT and consultant Connie Harrison.

“Many fashion brands are moving towards creating fashion shows that are more experiential, but this is the first time a brand has fully embraced theater and invited guests to come along with them,” adds Keith Baptista, co-founder and managing director at PRODJECT. “We have devised a fictional narrative with multiple layers, so that participants can engage with the story on either a basic or much deeper level.”

H&M

In lieu of the traditional show at Paris Fashion Week, fast-fashion retailer H&M will be premiering its spring collection with a journey through the desert. The SS19 Studio collection will be launching on March 11 through a series of events during a three-day trip through Sedona, Arizona.

The guests, a mix of influencers, members of the press and fashion regulars, will be active participants in these immersive events. The experience will be narrative-driven to help showcase the glamorous and utilitarian collection with wanderlust as the theme. The show is the creation of partnerships between H&M, creative agencies Sunshine and PRODJECT and consultant Connie Harrison.