Clothing company H&M has entered into a partnership with the streetwear brand Kangol and British R&B singer Mabel. Using Instagram as the main platform fans are able to recreate music video’s using 6 different augmented reality filters.
Kangol launched a new 90’s inspired collection in collaboration with H&M. To promote the 31-piece collection they teamed up with Mabel and created a whole range of filters which can be used as a backdrop to a music video. U
The reach totaled over half a million combined views via the HM, Mabel and Kangol accounts.The hashtag #kangolxhm showed over 2500 users showcasing the clothing and showing different interpretations of the video. The collaboration was mentioned on sites like elle, vogue and other fashion blogs.
Tech: Augmented Reality