Augmented reality takes centre stage in H&M’s new campaign to present the Crush by Natalia Lacunza collection. Taking advantage of the launch of the Spanish singer-songwriter’s latest single, “Cuestión de suerte”, H&M has created this pioneering digital experience in the fashion industry to present its new collection. A clever way to capture the attention of the new generations and their taste for innovation.
Design, music and augmented reality
This musical presentation is completely digital and customisable. It is an augmented reality scenario where Natalia Lacunza exclusively wears the looks from the new collection. The campaign can be accessed through the Crush by H&M app.
Julio Obelleiro, co-founder of the Spanish agency Wildbytes, creator of the augmented reality music experience for the Crush by Natalia Lacunza collection, said about it:
“The world of fashion, music and technological innovation coexist in this experience as never before. Augmented reality is growing at such a pace that by 2025, 75% of the world’s mobile users will be regular users of this technology”.
Through the Crush by H&M app, attendees were able to enjoy Natalia Lacunza’s performance as much as the Swedish multinational chain’s new collection. On the digital stage, charismatic locations such as Madrid’s Gran Vía and the streets of Barcelona appeared on a large scale and in an immersive and interactive way.
H&M is committed to digital innovation
What distinguishes this campaign and makes it unique is that it combines volumetric video with visual effects in real time.
But, without detracting from the innovative presentation of the Crush by Natalia Lacunza collection, this is not the first time that H&M has used digital in its campaigns. In 2020, the Swedish firm brought together more than 19,000 people in what was H&M’s first virtual fashion show.
A total of six models, including Natalia Lacunza, as well as other artists and influencers, wore H&M’s sustainable clothing collection in their homes to mark the pandemic.
On the occasion of last year’s virtual fashion show, Julio Obelleiro said:
“Today we have launched an immersive show that thousands of people have experienced at the same time, combining augmented reality, volumetric video and visual effects to immerse the audience in the universe of the collection. This means that H&M has reached the cutting edge of the revolution the world is experiencing with the rise of Augmented Reality”.