H&M - NO FEAR COLLAB

In October 2021, H&M launched a capsule collection in collaboration with 90’s staple No Fear, symbol of the macho skateboard world of yesterday, and partners with Skate Kitchen to co-create these pieces. Celebrating the fearless mindset of trying out new things.

Next to influencer activations, a live shopping event was hosted on @hm. The IG-live consisted of two influencers showcasing their favorite looks and a performance from artist Genuva.

STUDIO O was in charge of the influencer activations for the German market, as well as the virtual live shopping experience – for which an avatar was created.

Born in the 90s and grown up on the streets, lifestyle brand No Fear is back with a skater collection co-designed by The Skate Kitchen. This collaboration is for those who face fear and say "go for it". To show their customers, that fear can be transformed into something positive, H&M launched in addition to the campaign the “flip your fear” filter on Instagram.

On top of that, in collaboration with NeXR Technologies SE, bodyscanners were installed in selected H&M stores in Berlin and Hamburg. This gave the customers the chance to virtually try on perfect-fitting looks from the NO FEAR TO TRY collection and engage with their personal avatars in new ways.