2019 PRIDE CAPSULE COLLECTION CAMPAIGN
The Mixx was asked to develop a creative platform to advertise H&M’s Pride Capsule Collection set to launch during June 2019, Pride Month. This collection consists of clothing and accessories targeted to an audience ranging from ages 18-49. The goal of the campaign is to communicate with the LGBTQ audience authentically by creating awareness, celebrating diversity and inclusiveness, and sustain H&M as the “democratic fashion” brand. The name of the collection is “Stay True. Stay You.”
THE CREATIVE IDEA
The Mixx developed a visual campaign for H&M that celebrates the power of Pride fashion and how that is externally expressed by members of the LGBTQ community. The theme for the campaign is “Unapologetic,” and this platform not only illustrates how the LGBTQ community embodies fearlessness and confidence wherever they are, but also how the collection can provide the community with a means to express their own unapologetic nature. To demonstrate this, we took the collection and shot diverse influencers in “everyday” and accessible settings, like a bowling alley, an ice cream truck, laundromat and convenience store. Through these settings, we hope to inspire the community to bring the spirit of Pride with the collection wherever they are.
AN LGBTQ TEAM
The Mixx values co-creation and authenticity in marketing. We felt it was important that individual members of the LGBTQ community should be involved in creating something lasting for the community. We assembled a diverse team of LGBTQ stylists, photographers, videographers, etc., who were all involved in the key aspects of the campaign: creative, makeup, styling, photography, videography and directing. This was not just an ad campaign, but a passion project for all involved.