Zowie Bubalo Orvelind. Creative lead & Art director
RABANNE H&M
#RABANNEHM
Rabanne H&M was announced during Paris fashion week with a party at club Silencio. Pop icon Robyn started the evening on a high note with an exclusive performance, and DJ and producer Peggy Gou kept the crowd dancing. The event provided an exclusive sneak peek at the collection, with special guests dressed in Rabanne H&M pieces.
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To spread the word, we decided to drop the bomb on social media, featuring icons like Cher, Robyn, and Peggy Gou. We aimed to capture the party's unique vibe and essence while showcasing the collection.
FILMS
STILLS
IGC
On Instagram, we introduced the most iconic guests rocking the collection. Our first post featured none other than Cher in Rabanne H&M. It might not be our typical target audience, but come on, it's Cher – the perfect way to introduce a Rabanne H&M collection. Following that, we mixed in some reels and images that captured the party's atmosphere and highlights from the night.
As for Instagram Stories, we cooked up a storyline inspired by a conversation between guests we overheard:
"I just had the craziest hour of my life."
On TikTok, we aimed for a more spontaneous approach with our guests. To ensure authenticity, we had a host who was part of the big branding campaign, sharing authentic moments and fashion experiences from the fitting suite and with GRWM content.
This approach on SoMe & PR overtook previous designer collaborations announcements by far, with 42 times more online mentions than Mugler H&M, for example.