H&M

Play it Forward with Eva Chen

september 2023

H&M teamed up with multi-hyphenate style icon (and super mom!) Eva Chen whose passion for sustainability and nature inspired our new, gender-neutral kids' collab that's meant to be worn, loved, then passed down for years to come! In line with H&M and Eva Chen’s sustainable and stylish vision, The Gathery  designed a marketing campaign that utilized Eva’s notion of “pay it forward” as theme with future-forward style and circularity in mind. 

Crafting the initiative in its entirety — from campaign imagery to the launch festivities — we utilized sustainable fabrication techniques for production components. Effectively creating a circular event and mailer design resulting in a 98% waste reduction — our family-friendly VIP launch activations included a textile lifecycle workshop for DIY clothing crafts, a moss stenciling activity, and food and beverage in sustainable take-home packaging. 

Inspired by craft, Americana heritage, ‘90s J.Crew, and Japanese and Korean fashion — the collection uniquely conveyed her family’s love of the outdoors further informing the creative direction of the global campaign — and such motifs were carried over in the experience delivered, microsite and event design to bring the narrative full circle and with the earth and second life in mind.

Services

Brand Strategy & Planning
Creative Direction
Experiential Design 
Advertising: Print & Digital
Copywriting 
Graphic Design 
Custom Fabrication 
Web & Digital
Event Management & Production
Video & Photo Production