H&M’s Crush by Collection: Natalia Lacunza’s AR Fashion Show

H&M sought to make a significant impact with the launch of their new Crush by collection and approached Wildbytes to create a groundbreaking digital experience. The goal was to lead a virtual revolution in the fashion world by offering an innovative and engaging way for audiences to interact with the collection. H&M wanted to set a new standard for digital fashion experiences and capture the attention of fashion enthusiasts with a unique AR-driven initiative.

Wildbytes responded by designing an extraordinary augmented reality (AR) experience that introduced Crush by H&M through Natalia Lacunza’s first-ever AR fashion show. This project utilized advanced AR technology to create an immersive and visually stunning presentation of the new collection. The core of the experience involved capturing a volumetric video of Natalia Lacunza, which was used to create a detailed 3D avatar of the artist. This avatar then performed in a virtual environment that was inspired by the collection’s unique patterns and design elements.

The team developed the “Crush by H&M” app, which allowed users to experience the AR fashion show from anywhere. By combining Natalia Lacunza’s digital avatar with a creative AR environment, the app provided users with an interactive and engaging way to explore the new collection. The AR show was designed to be accessible and enjoyable for users, allowing them to view the performance and interact with the virtual fashion world through their mobile devices.

The campaign’s success was marked by 4,900 app downloads and 13,800 viewers of the AR show, generating a total of 7.5 million impressions. This project highlighted the potential of AR to transform fashion marketing by offering a novel and immersive experience that extended beyond traditional fashion shows, showcasing how digital technology can redefine audience engagement in the fashion industry.