H&M Fashion Studio

H&M is online with a new website to launch its Fall/Winter collection. Once again they do simple neat things that work very well to present a wide range of items while keeping the experience at least a bit inspirational.

The images of the offline campaign are slightly animated in a Fall mood with blowing wind and falling leaves. Not really exciting, but definitely better than simple static shots. Each outfit comes with three buttons: one for sharing it with the world on a blog, one for commenting on Facebook (once again a smooth simple integration) and one to further explore the styling combination connected to that look.

The best part of the site is called Fashion Studio, and it’s a tool that helps you styling your look using a very wide range of items from the FW collection. What I like is that it’s not the usual “upload your photo” tool, you just see how the model looks like. Also, it’s a good lesson for fast fashion, very much in line with H&M as a brand to have a styling tool available to mix and match the collection.

What I don’t like is the fact that there is no ecommerce attached. The Fashion Studio does a great job in building purchase desire, and then it leaves you disappointed. And you know that it isn’t really easy to find the items you want in the closest H&M store…

The agency is Perfect Fools.