H&M creates 'Fashion Mixer' interactive musical catalogue to promote Divided range across Asia

Each item in the catalogue has its own unique sound effect

H&M has teamed up with Ogilvy & Mather Advertising, Shanghai to develop a mobile initiative running across Asia creating a fashion catalogue with a twist.

Instead of the traditional still product catalogue the H&M ‘Fashion Mixer’ is a musical product catalogue that mixes music with fashion to promote H&M’s Divided men’s and women’s summer clothing range.

Music lovers from mainland China, Hong Kong, Singapore and Malaysia are invited to create their own personalised tracks using their smartphones with each of the catalogues 43 items given its own unique sound effect.

In order to create a tune users simple need to drag and drop a fashion item into the ‘sampler’ to mix the corresponding track which can then be shares on social media on sites including Facebook, WeChat and Weibo. The track with the most ‘Likes’ each week will be in with the chance of winning headphones sponsored by Skullcandy.

Sascha Engel, deputy head of digital, Ogilvy & Mather, China, commented: “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 experience is live online now and will run for a period of nine weeks.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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