Project
Redefining Transparency in Fashion
Client: H&M Group
Challenge: Navigating a high-stakes reputational issue and redefining the brand's global sustainability narrative.
My Contribution: Served as Strategic Business Consultant & Creative Partner, leading the communications shift from risk to purpose. I assembled and managed the 11-person international team that brought the vision to life.
Outcome: A groundbreaking transparency film that set a new industry benchmark and resulted in a 15% lift in positive brand perception industry-wide.
The Opportunity
A Pivotal Moment for the Fashion Industry
In a moment of intense public scrutiny, the fashion industry faced a choice: retreat into conventional marketing or lead with a new level of vulnerability. H&M Group, in collaboration with Soheill, chose to pioneer a new path, reframing a complex challenge as an opportunity to build deeper trust through radical transparency.
The Strategic Advisory
Building Trust Through Authenticity
My advisory role began with guiding H&M Group's leadership to move beyond traditional sustainability communications. The strategy was to create a new model rooted in co-creation and authenticity, bridging the gap between the brand's ambitious 2030 goals and the public's desire for honesty. I worked to unite stakeholders, client-side teams, and talent around this shared vision of redefining transparency in fashion.
The Creative Service
Bringing the Vision to Life
The advisory work was then translated into a tangible service: the production of a groundbreaking film. As the creative partner and manager, I assembled and led a diverse international team to create an unpolished, authentic look into the brand's partner factories. The resulting film, "We Never Settle," became the centerpiece of the new, transparent communication strategy.
The Impact
Setting a New Industry Benchmark
The initiative successfully repositioned H&M Group as a leader in transparent communication. This authentic approach resulted in a significant lift in positive brand perception industry-wide and set a new standard for how major corporations can communicate their sustainability journey.
A Deeper Look: The Creative Vision
The Core Philosophy
Unified in Purpose
Our collective existence in this world is intertwined. As we navigate the complexities of the fashion industry, our commitment remains unwavering: to champion transparency and sustainability. Together, we embark on this never-ending journey, representing the ethos of one of the world's leading corporations in sustainability.
Thematic Exploration
The Future of Sustainability
Sustainability isn't just a buzzword; it's influenced by strong individual voices echoing shared beliefs. These voices resonate with H&M Group's core values, celebrating creativity and truth. We embrace a culture of transparency, co-creation, do-ocracy, innovation, and expression of every thought and action geared towards redefining and reshaping the industry.
The Digital Execution
Social & Brand Design
The campaign's authentic and transparent ethos was translated into a modern, lo-fi visual language for all digital touchpoints.
The Audience Insight
We're in it Together
In the ever-evolving landscape of fashion, we recognize the significance of subcultures and their drive toward planetary awareness. By speaking the truth and continuously seeking what's missing, we aim to bridge gaps and foster understanding.
Leading the Team
Behind the Scenes
A project of this scale required uniting stakeholders, a diverse, international team of creatives, strategists, and production partners. My role was to lead this 11-person cross-functional squad on location, ensuring that every individual was aligned around the single, powerful vision for the film.
Key Collaborators & Partners
A transformative outcome is only possible through collaboration with world-class talent. I had the privilege of assembling and leading a team that included these key partners
Kristina Grewin
(Global Communications Department)
Olga Wirén (Copywriter)
Emil Klang (Dop FSF)
Filmic Art (Production company)
René U Valdes (Producer)
Liliana Garmvild (Edit)
Mediamonks Sabina Törnberg (Grade)
Oda Studios (Music)
Pretty production (Sound FX)
