H&M transforms fashion catalog into DJ music maker

In H&M’s first mobile initiative across Asia, the fashion label has teamed up with Ogilvy & Mather Shanghai to create a fashion catalog with a twist.Instead of a traditional, still product catalog, the team invented a musical product catalog – the Fashion Mixer – that mixes music with fashion for H&M’s Divided line of men’s and women’s summer clothing.[gallery link="file" ids="52263,52264,52266,52267"]Each of the 43 new apparel including shirts, dresses, shoes and accessories, corresponds to a unique sound effect such as beats, melodies and voices. Music lovers can simply drag and drop a fashion item from the web catalog onto a ‘sampler’ that mixes the corresponding sounds into a tune.Music lovers across mainland China, Hong Kong, Singapore and Malaysia are invited to create their own personalised tracks through their smartphones and tablets.The tracks are shareable on social media via Facebook, WeChat and Weibo. Each week, those who have created tracks with the most ‘likes’ on the Top Mixers 100 Chart get a chance to win headphones sponsored by Skullcandy.Sascha Engel, deputy head of digital, Ogilvy & Mather China, said: “H&M is leading digital and social media as the first brand to create an interactive music mixing experience via the mobile web. The Fashion Mixer engages youth to explore the brand’s new summer line in a relevant way that connects their passion for music with fashion.”The campaign will run for nine weeks.CreditsProject Title: H&M Fashion MixerClient: H&MCreative : Ogilvy & Mather Advertising, ShanghaiBrief: Promote the Divided product line by connecting it with musicChief creative officer: Graham FinkCreative director: Sascha EngelAssociate creative director: Marc VioloArt director: Liwen FanCopywriters: Liwen Fan, Marc Violo,Account management: Sascha Engel, Marc VioloAgency producers: Eddie Li, Rita YangMedia agency: Sonic Transmitted DiseaseHead of music: Marc VioloMusic agency: EDC ShanghaiProduction house: Mobile Now