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

Solution

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.

Impact

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.

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