H&M TO LAUNCH THE VERY FIRST TMALL SUPER BRAND DAY ON SEPTEMBER 12
WITH RENOWNED CELEBRITY GAO YUANYUAN AND TOP SUPER MODEL JU XIAOWEN FRONTING THE CAMPAIGN
H&M will be celebrating its first Super Brand Day on Tmall on September 12 with the campaign theme #YourDayYourWay. On this special day, H&M will launch the latest Fall collection showcased by Chinese actress Gao Yuanyuan, and also the Studio A/W 2018 collection, featured by Chinese super model Ju Xiaowen, who will walk the first ever H&M Studio Collection fashion show in China.
A special film was produced for the 2018 Fall Fashion womenswear campaign in China where well-known actress Gao Yuanyuan was sashaying down the bustling city in different statement looks from the Fall collection. Using the changing surroundings, Gao Yuanyuan effortlessly switched between outfits; from a casual high-neck knitted sweater paired with checked trousers to a classic look with a statement long tailored camel coat and a feminine flowy floral brown printed dress. The collection perfectly fused tailoring with softness and delicacy in autumnal hues, conveying elegant romance.
Presenting the H&M Studio A/W 2018 in a similar but separate film is super model Ju Xiaowen who pranced down a busy modern street where she transformed into different looks in the Studio collection as she strutted, swirled and turned by the street’s passerby. Ju Xiaowen perfectly showcased how ultra-feminine and boyfriend borrowed way of dressing could meet blurry abstract color shades and photo prints for a powerful way of dressing.
The two campaign videos with Gao Yuanyuan and Ju Xiaowen in several eye-catching fashion pieces also demonstrated the diversity and strength of modern women who dictate their days in their own ways, echoing the theme and hashtag #YourDayYourWay.
The Fall collection will be launched on H&M Tmall store from midnight 00:00 September 12, and will be available omnichannel in all H&M physical stores and on HM.COM on the same day.
The Studio Collection will be launched on H&M Tmall store from midnight 00:00 September 12, and will be available in H&M Shanghai West Nanjing Road store, H&M Shenzhen MixC store as well as HM.COM on the same day. There will be also be an exclusive Studio A/W18 collection pop-up store after the Fashion Show on Super Brand Day event.