H&M - The New Icons

For H&M's Spring 2013 collection we launched a new concept for the brand with a wink back to the original era of Cindy, Linda, Elle & Helena. With the world of fashion feeling stale, we gathered together a new group of iconic, up-and-comers and delved into their hopes, ambitions, personalities... and style. Each having their own set of outfits that reflected who they are. The campaign launched in retail, social and online. (NB: The TV ad was produced by a third party off the back of our idea.)