H&M launches digital campaign

Swedish fashion retailer H&M has launched a global digital campaign to push its autumn/winter collection.

Created by digital agency Perfect Fools, the campaign comprises social media activity and a website that aims to “bring to life” H&M’s current print activity through slow motion video.

The activity uses the retail brand’s signature red and white colour scheme and echoes the falling leaves visuals from H&M’s existing advertising campaigns featuring supermodel Karen Elson and male model Patrick Petitjean.

The video content was filmed alongside the photoshoot for the press ads in New York.

Elements of the digital campaign will feature on H&M’s existing e-commerce site and Facebook pages. It will be supported with online banner ads.

The campaign includes a social media application, which includes a blogging tool that allows users to ‘embed’ links to their favourite H&M clothes from the autumn/winter collection to websites and blogs.

It follows the interactive, video-enabled Seamless Catwalk campaign Perfect Fools created for H&M’s spring collection, that allowed customers to view clothes and accessories on photo-realistic models on a virtual catwalk.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here