H&M’s Killer Marketing Campaign for Lanvin

Viral isn’t even the word. H&M’s unprecedented marketing campaign for its soon-to-launch collaboration with Lanvin is more like a pandemic. A second image of one of Alber Elbaz’s designs was carefully leaked today, and it’s being embraced, written up, and buzzed about by fashion blogs across the web. The consensus is good. Very good. Not only does the quality look phenomenal, but the feverish anticipation is ramping up H&M’s marketing prowess. What started as anonymous videos on YouTube designed to mislead speculators into believing that Carolina Herrera or Thomas Maier would be designing the capsule line instead of Elbaz has since become a slow trickle of ad images, and they’re generating no shortage of excitement. The fact that news of the line (a video with Natasha Poly that aired on Zet Fashion) broke by way of contestants and bloggers just goes to show that H&M isn’t afraid to use a variety of digital platforms. Now comes news that H&M will hold a fashion show at the Pierre Hotel in NYC on November 18 to premiere the line.

“The opening party for a new H&M unit at the Forum Shops at Caesars in Las Vegas, where the collection will go on sale on Nov. 20 ahead of the rest of the world,” will follow just two days after, says Women’s Wear Daily.

Speaking of building buzz, GAP should be taking notes. Macy’s sure is: the department store has announced it will be joining the designer collaboration game. “The first is by Kinder Aggugini, a rising star of the London runways who is practically unknown in the United States, where his clothes are sold only at If in New York and Ikram in Chicago,” says the New York Times. The line will debut in February. It’s only the beginning.

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