Balmain X H&M

Client: H&M

After a wildly successful Alexander Wang collaboration, H&M returned to B-Reel for the release of this year’s special designer collection: Balmain x H&M- with Balmain Paris, lead by Olivier Rousteing. This year’s efforts were supported by a great team at H&M and our friends at Sandberg&Timonen.

The campaign features garments that are beautifully and meticulously crafted with a hint classic french couture and a twist of modern street wear. Keeping this contrast in mind, we created a futuristic world existing in an advanced subway system inviting users to travel through the stations and explore the products. The experience is localized for over 50 markets and 25 languages.

The Campaign Site:

The experience opens with an invitation for the user to swipe his/her "metro card" which unlocks the hero film where we see fashion gangs battle it out. We’re then taken to the hub of the experience- a subway map housing each of the experiences within the site. Our map was built using Canvas, allowing us to quickly move through the ‘stations’, including twists and turns to allow the overall experience to feel light and dynamic. The site is wholly responsive for desktop and across tablet allowing users to experience on multiple screen sizes.

The Journey:

The highlight of the experience is the “Journey”- one for men and one for women. Users can explore the collection on the longest lines of the map - starting with main campaign images in the big stations and then moving through individually staged garments, quotes, and a Spotify playlist created by Olivier.

The Collection:

Users can also explore the collection through an elegant layout to express different aspects of the collaboration. Users can filter items and swipe through the various pages. 

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