H&M

Iris Apfel x H&M

April 2022

The highly anticipated Iris Apfel x H&M collection launched on April 14th, consisting of an assortment of eclectic dresses, sets and extensive accessories designed in collaboration with the 100-year-old style icon Iris Apfel. To kick off the launch, H&M engaged The Gathery to conceptualize and execute an innovative luncheon for top tier media and fashion influencers.

Magnificent shapes and colors that Iris has made so popular over the years inspired the event décor at The Colony Hotel in Palm Beach, celebrating her famous flair and oh-so-famous approach on life – "why be boring?" But it was her fashion philosophy – believing style begins and ends with self-expression and, above all, attitude, which is both aspirational and attainable – that inspired the event’s overall strategy and content.

We provided guests an inside look into Iris’ candid perspective on all things style, encouraging each to “Find Your Inner Iris” by wearing specially designed smart glasses inspired by Iris’ iconic, thick-rimmed frames. In the spirit of democratizing fashion, guests were invited to capture the luncheon using the custom smart glasses and share with their broad social media followings and friends. With streaming capabilities developed, the idea was to give any fashion lover the opportunity to participate in compelling conversation with the industry’s heavy hitters and fashion’s most beloved icon. Further, we opened the luncheon up to one of H&M loyalty members so that they could take part in-person.

Iris welcomed guests to the luncheon with the message, “To be interesting, you must stay interested.” At a century old, Iris remains fascinated by fashion, but also interested in technology. As such, we invited Iris to enter the luncheon via a three-dimensional, realistic, life-size hologram. Originally conceived as a health and safety precaution, the hologram quickly took center stage and amazed attendees, who immediately photographed, and video recorded the experience.

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