H&M: Notes on Being
A global activation transforming H&M stores into ephemeral cultural hubs for young people across London, New York, Stockholm and Berlin.
Commissioned and creative directed four female artists at the forefront of culture today to create original artworks on the theme of “being today,” in response to H&M’s Notes on Being collection. Featuring Shygirl, Martine Syms, Gabbriette and Coucou Chloe, each commission was brought to life through participatory in-store experiences — from Club Shy on Regent Street to a surreal pop-up bakery in Berlin.
Unified by a shared visual identity and amplified through self-shot content and curated edits hosted on the H&M site.
The result was a bold reimagining of retail as a site of cultural exchange: merging fashion, experience and expression to bring audiences into the heart of the brand.
Role: Creative Direction from brief to concept dev to execution with support from ECD & Junior AD/ Designer. Production & Project Management by Dazed with support from Michala Hahnemann, set by Emma Pack