Ogilvy & Mather Shanghai and H&M mix music with fashion for new summer clothing lines

In H&M’s first mobile initiative across Asia, the fashion label has teamed up with Ogilvy & Mather Shanghai to create a fashion cataloue with a twist. Instead of a traditional, still product catalogue, the team invented a musical product catalogue, the “Fashion Mixer” – that mixes music with fashion for H&M’s Divided line of men’s and women’s summer clothing.

Music lovers across mainland China, Hong Kong, Singapore and Malaysia are invited to create their own personalized tracks through their smartphones and tablets. Each of the 43 new apparel including shirts, dresses, shoes and accessories, corresponds to a unique sound effect such as beats, melodies and voices. Music lovers can simply drag and drop a fashion item from the web catalog onto a ‘sampler’ that mixes the corresponding sounds into a tune.

The tracks are shareable on social media via Facebook, WeChat and Weibo. Each week, those who have created tracks with the most ‘likes’ on the Top Mixers 100 Chart get a chance to win headphones sponsored by Skullcandy.

Sascha Engel, Deputy Head of Digital, Ogilvy & Mather China, commented, “H&M is leading digital and social media as the first brand to create an interactive music mixing experience via the mobile web. The Fashion Mixer engages youth to explore the brand’s new summer line in a relevant way that connects their passion for music with fashion.”

Credits – Chief Creative Officer: Graham Fink. Creative Director: Sascha Engel. Associate Creative Director: Marc Violo. Art Director: Liwen Fan. Copywriters: Liwen Fan, Marc Violo. Account Management: Sascha Engel, Marc Violo. Agency Producers: Eddie Li, Rita Yang. Media Agency: Sonic Transmitted Disease. Head of Music: Marc Violo. Music Agency: EDC Shanghai. Production House: Mobile Now.