Developed in collaboration with the esteemed creative agency Sunshine and the creative and production agency PRODJECT, the Sedona trip will recast guests as participants. An original narrative by Connie Harrison, the London-based creative consultant and director, who specializes in the creation of immersive experiences, will – quite literally – bring the SS19 collection to life.

“H&M has always been an innovation-led company and we are proud to launch the H&M Studio SS19 collection, with this new format. We hope that our guests will have a unique experience, partaking in the immersive theatre set-up and narrative we have devised, and that our customers will in turn be able to see the new collection, which combines practical utility pieces with glamorous after-dark options, in a context of wanderlust”, -says Kattis Bahrke, H&M’s Head of Creative Marketing and Communication.

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