Launching H&M Lab x ZyseMe’s Pilot Project
Challenge
H&M Innovation Lab partnered with ZyseMe to showcase their innovative AI-powered customization tool through a campaign and microsite. The challenge was to seamlessly integrate the ZyseMe interface into H&M’s existing digital ecosystem while maintaining brand consistency. The microsite needed to align visually and technically with H&M’s primary website, creating a unified user experience. Additionally, the campaign required compelling visuals that not only highlighted the garments but also conveyed inclusivity across diverse body types.
Solution
We developed a responsive microsite that mirrored the structure and aesthetic of hm.com, ensuring a cohesive extension of the H&M brand. The ZyseMe AI tool was seamlessly integrated as an API overlay, blending effortlessly with the existing platform’s functionality and design.
To bring the campaign to life, we produced two distinct photography series:
Studio Shots: Featuring the garments on models to emphasize the product’s fit and customization options.
Lifestyle Images: Capturing diverse models interacting naturally, showcasing inclusivity and body positivity.
These visuals highlighted the personalized nature of the product and resonated with a broad audience, reinforcing H&M’s commitment to inclusivity and innovation.
ROLES
• Experience Design
• UX/UI Design
• Art Direction
• Photography
CLIENT
H&M, is a multinational fashion retailer headquartered in Stockholm, Sweden.
INTERACTIVE TOUCHPOINTS
H&M’s Innovation Lab partnered with ZyseMe in Fall 2019 to offer custom-fitted shirts in a Menswear Collection. Each individual’s unique measurements are calculated through AI, after the user inputed a few pieces of information.
Outcome
The pilot project successfully launched, providing users with a seamless and engaging experience. The microsite effectively showcased the ZyseMe tool, driving user interaction and reinforcing H&M’s position as a leader in fashion innovation. The campaign’s impactful visuals further strengthened the brand’s message of inclusivity, contributing to a well-received pilot and laying the groundwork for future collaborations.