Review of H&M ’20 Years of Iconic’ 2024 Ad Campaign
H&M celebrates 20 years of creative partnership with a special pre-owned collection and campaign highlighting moments from its designer collaborations.
The retailer is offering fashion enthusiasts a chance to revisit iconic designs from its past collaborations through a new pre-loved initiative. The collection features pieces from some of the brand’s most memorable partnerships with renowned designers, originally launched over the past two decades.
“Our aim was to introduce the world of fashion to consumers globally, while showcasing our connection to strong, thoughtful and original design. It connects to the fundamental ethos of H&M: that quality and creativity should be available for everyone,” said Ann-Sofie Johansson, Creative Advisor at H&M.
Now, in partnership with online pre-loved marketplace Sellpy and vintage retailers, H&M is offering pre-loved items from these designer collections. The re-release spans collaborations from Karl Lagerfeld in 2004 to Rabanne in 2023, with highlights including pieces from collaborations with Viktor & Rolf, Versace, Marni, Moschino, Stella McCartney, Comme des Garçons, Mugler, and more. These pre-loved pieces will be available through a series of limited drops in select global stores and online.
The launch is celebrated with a lookbook campaign that makes use of creative styling to layer together pieces from different designer collaborations in new and unexpected ways. With a strong sense of creativity and personal style, the portrait series is an affirmation of the joy and vision of assembling a wardrobe of pre-owned fashion.
