H&M has once again turned to the power of celebrity to promote its wares, but its new ad’s eye-catching visuals are what really sets it apart from the competition.
Having recently enlisted Beyoncé and Lana Del Rey, H&M is promoting its eco-friendly Conscious Collection with Vanessa Paradis. The line coincides with the retailer’s clothing exchange programme, whereby old clothes from any brand can be returned to its stores. Both are part of H&M’s “commitment to a more sustainable fashion future”.
In the campaign the French singer’s house turns into a labyrinth of nature when she drops a magical seed - a large tree sprouts through the floorboards and waist-high grass spreads up the stairs.
With an orchestral score adding to a sense of wonder, the ad is visually striking and makes an impression.
The theme of wild nature strikes a harmonious note with the look of the clothes and the eco-friendly production. The advert also subtly introduces Paradis’ outfit changes as each time she walks into a different environment her clothes change too.
The visual spectacle of the campaign does risk overshadowing the clothes, which are at times obscured by the lavish sets.
A shorter version of the ad highlights the outfits with prices on screen, though the campaign might have worked better if the clothing was more visible throughout and the retailer’s sustainability message was more clearly connected to the fantasy story unfolding.
Viewers may not come away wanting to buy a particular item from the collection, but the colourful ad will make H&M’s brand stand out and should therefore spark shoppers’ interest.
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