H&M: Safe Garments for Kids
CONCEPT DEVELOPMENT - ART DIRECTION
H&M aims to be the brand that takes the sustainability lead in the retail industry, particularly when it comes to kidswear. In order to educate parents about their sustainability initiatives and build trust with the consumer, there was a need for specific, targeted messaging on kids’ and parents’ terms. The delivery was a toolbox of flexible image and copy assets covering two main topics: Sustainable Materials and Kids Safety.
These were to be used in an always-on approach, communicating sustainability claims in small, simple to understand, positive cues which appear consistently, often, and across all channels: hm.com, newsletters, social media, in-store and digital screens. It was intended to be used as a long-term activation, with local flexibility to lift up the most relevant topics for each market.
Mother nature protects us.
She’s wise; the old tree providing shade.
Her trunk and roots are symbols of security and reliability.
She’s solid and grounding, and the kids feel safe with her.
She’s the pile of leaves; the soft grass that catches and protects them as they fall backwards.
They trust her, and they’re free within that trust: playing, making a treehouse, or simply relaxing in the shade and quiet —
a cosy, safe space.
Role: Concept development/Art direction
Photography: Franck Malthiery
Styling: Tracey Jacob
Hair & grooming: Andrea Smith
Set designer: Anna Verloren van Themaat
Producer: France Production (Cape Town, South Africa)
Copywriters: Emily Lindén & Emily Bjerner