Seeding Kits for H&M Eco Conscious collection and Lee x H&M collaboration

Launch H&M Conscious Exclusive collection and Lee x H&M collaboration to press and influencers, and bring these sustainable collections to life through an at-home experience


For the Eco Conscious Collection we developed the idea of a 'Beauty of Waste DIY Supper Club' by creating bespoke at home supper club kits. We included zero-waste canapes from surplus and “wonky” ingredients to create delicious and instagrammable food but with a more sustainable quality.  Guests were also supplied with no-waste terrazzo coaster workshop kits and beautiful eco tablescape items such as candleholders made from discarded restaurant mussel shells.

Every element of the box was considered – the menu was printed on herb-seeded paper to plant after use and the instructions were printed on paper made from the by-products from corn, citrus fruit, grapes and almonds which had been saved from landfill.

For the Lee x H&M sustainable denim collaboration we took renewal as the inspiration and created a Reviving Afternoon Tea and Renewal Pack. These featured artisanal goods and eco-friendly treats to sustain, revive and re-energise the recipients to help bring the features and qualities of the collection to life.


These two projects helped solidify an online to offline retail strategy for H&M. The seeding kits allowed H&M to reach press in an engaging and innovative way to draw attention to the online collections and products whilst creating beautiful social content.

We use cookies on this site. Continued use of this site implies consent. Read our Cookies Policy for more details.