Hacked by_ H&M
Hack the Fashion System
After the successful designer collaboration with Viktor and Rolf in 2006, this is the second time that H&M has teamed up with a Dutch designer duo. However, the collection tells a different story this time.
With HACKED by_, Van Slobbe and Van Benthum take care of leftover batches from fashion production and through collage techniques, embroidery, gathering, etc. the pieces get a new topicality and they are granted a second life. This happens in local, small workshops where people are trained who, as refugees or re-entrants, build a new life. Instead of endlessly discussing the need for a new system, HACKED by_ chooses to actually bring about the change. HACKED by_ is known for its creative way of upcycling and shows that the fashion system can be changed, without losing the ability to seduce.
CHANGE THE FASHION SYSTEM
H&M and HACKED by_ both feel that there should be a change in the fashion industry and in the way fashion is made and used today. H&M is a large and important player in the fashion industry and uses its influence to make fashion more sustainable, and sustainable, for current and future generations.
COMMUNICATION
We created a brand & visual communication style that emphasises the Hacked by__ method. The images were cut up and redesigned into collage compositions. The layering of several images gives a recognisable HACKED by_language and a fresh brand positioning within the Fashion system. The work consisted of digital billboard, window & instore communication, social media strategy & pr / influencer with Victoria Koblenko.
The HACKED by_ designs method is applied to all POS material for an extra HACKED by_ feel, for example the layered collage window stickers and custom HACKED by_H&M receipts. The OOH digital billboard is showing the HACKED by_ H&M collages. Concept & Creative Direction: Misterwilson, concept GIF art & sticker campaign: Studio Ultradeluxe, Photography: Marc de Groot, Hair & Make-up: Charlotte Niketic, Model: Iris E - Paparazzi Models