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The Glam Explorer | Opening Event of H&M Studio SS 19 Collection

H&M introduced the H&M Collection Studio SS19, revealing the experience of an inclusive theater in Sedona
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From March 11th to 13th, H&M introduced the H&M Studio SS19 collection to an inclusive theater event in Sedona, Arizona. A global audience of ambassadors and media was invited to take part in a staged story inspired by the collection's music, The Glam Explorer. Guests watched unique collection performances, such as the Aqualillies water ballet performance, The Staves acoustic performance, a fictitious camp scene, and BMX trick show. The final part of the adventure consisted of a special dance performance, followed by a concert of Maggie Rogers. H&M customers and friends for this event were able to keep up with social media and become part of it, following #HMStudio.

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Līga Zemture, Senior Editor-in-Chief of L'Officiel Baltics, H&M Opening Event in Sedona

# HMStudioSS19

“Our goal was to revolutionize our traditional fashion shows through entertainment. The unique format of the Inclusive Theater has allowed our guests, customers and friends to enter the fully-featured world of the SS19 collection. ”- Kattis Bahkre, Head of Creative Marketing and Communication at H&M
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The H&M Studio SS19 collection was inspired by a sophisticated discoverer - an elegant, adventurous museum that prevents clothing from limiting itself, as the joy of traveling takes him from blue roof pools to wild wilderness landscapes. On Sedona's background in Arizona, some ambassadors and media representatives are only invited to participate in the development of a unique narrative inspired by her spirit.

"We wanted people to feel as if they had entered a different world where they didn't know what was real and what was fiction. We wished that guests would leave the usual environment, get to know each other and become part of the story, and finally given away elated. ”- Connie Harrison, Creative Consultant and Director of Inclusive Theater
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The event was led by three fancy girlfriends who were assigned the role of event leaders and the task of bringing guests to dramatic staged scenes. In order to allow guests to immerse themselves in the stories, inclusive details such as secret personal messages, a radio show and a fake morning newspaper were offered. This experience lasted for several days, with the story continuing with the help of specially prepared scenes such as Aqualilies Water Ballet Performance, The Staves Acoustic Performance, BMX Athletes and World Champion Peris Benegas Trick Show, as well as camp scene with fictional heroes. At the end of the story was an exciting dance performance, followed by Megija Rogers sincere concert.

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“H&M Studio is always inspired by the idea of uncompromising sophistication. We wanted to show that the SS19 collection could be suitable for every captivating discoverer - just choose the right clothes for the personal adventure. ”- Pernilla Wohlfahrt, H&M Design Manager
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The composition of the event was varied: world leading inclusive actors, dancers and models. Grim Artist Isamaya Ffrench developed the overall image of makeup for all fashion episodes using H&M Beauty products.

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The collection will be on sale in selected stores and online from March 21st.

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