It is undeniable that companies have faced new challenges during the pandemic and those who were most adaptable in the new circumstances were the most successful ones. Covid19, as a “new comer” in consumer’s lives, brought changes in their everyday life, habits and decision making.
One of these changes was on clothing shopping habits. Consumers in this period have a limited need for clothing purchases since they spend most of their time at home. Clothing companies need to find new ways of approaching their customers and fulfilling their needs. H&M company has made a good start towards this direction. “This year has required us all to think about things afresh and find new ways of working and congregating,” says Simona Rocha, about the launch of her new spring collection in collaboration with H&M.
On 11 March 2021, H&M launched its new collection of Simona Rocha with the aim to reach its customers and make them perceive again shopping as the fascinating habit of the past . According to Rocha’s sayings, she wills to provoke the interest in dressing up for family, friends or mates meetings. She hopes this digital event to speak into the audiences minds while living a brand new experience full of art, beauty and happy moments.
Pop up books reveal their fashion stories throughout the world
To succeed this, the brand created pop-up books by using augmented reality experience. The creation of the inspirational pop up books was achieved with the contribution of the talented artist Faye Wei Wei. He created impressive 3D paintings that give the sense of a world of fantasy, like a fairytale coming into real life. The drawings were full of ribbons and flowers that foretell the coming of spring and match with the soft and virgin sense of the clothes. A cast of famous participants implemented a theatrical presentation of Rocha’s collection. Jenaba plays her cello in her tulle and tartan dress, Helena Bonham-Carter turns around with a mirror, Francesca Hayward is doing ballet with her pointe wearing a pastel bubble dress. All of them are inhabitants of the augmented reality world.
According to Vogue, each of the books contains a QR code, which can be scanned by the readers on their phone and provoke the activation of the augmented reality experience. After scanning, the drawings of Wei Wei come into virtual life since the stars appear wearing the new collection and making activities of everyday reality. “This is one of the most innovative collection events we have ever created here at H&M. What a thrill to work on fashion’s first-ever pop-up book AR experience,” adds Ann-Sofie Johansson, Creative Advisor at H&M.