HACK THE FASHION SYSTEM__
After the successful designer collaboration with Viktor and Rolf in 2006, this is the second time that H&M has teamed up with a Dutch designer duo. However, the collection tells a different story this time.
With HACKED by_, Van Slobbe and Van Benthum take care of leftover batches from fashion production and through collage techniques, embroidery, gathering, etc. the pieces get a new topicality and they are granted a second life. This happens in local, small workshops where people are trained who, as refugees or re-entrants, build a new life. Instead of endlessly discussing the need for a new system, HACKED by_ chooses to actually bring about the change. HACKED by_ is known for its creative way of upcycling and shows that the fashion system can be changed, without losing the ability to seduce.
CHANGE THE FASHION SYSTEM: H&M and HACKED by_ both feel that there should be a change in the fashion industry and in the way fashion is made and used today. H&M is a large and important player in the fashion industry and uses its influence to make fashion more sustainable, and sustainable, for current and future generations.
Bas created a brand & visual communication style that emphasises the Hacked by__ method. The images were cut up and redesigned into collage compositions. The layering of several images gives a recognisable HACKED by_language and a fresh brand positioning within the Fashion system. The work consisted of digital billboard, window & instore communication, social media strategy & pr / influencer with Victoria Koblenko.
The HACKED by_ designs method is applied to all POS material for an extra HACKED by_ feel, for example the layered collage window stickers and custom HACKED by_H&M receipts. The OOH digital billboard is showing the HACKED by_ H&M collages for one day only!
For extra stopping power we created GIF animations of the collages. These were used as editorial content, in digital billboards and as social media GIF art campaign. Also a GIF sticker campaign was launched so people can engage with HACKED by_ and hack their Insta stories with activist GIF stickers. In one week the sticker and campaign GIFs gathered over 12 million views - spreading the message of HACKED by_ worldwide.
Concept & Creative Direction: Bas Manders, concept GIF art & sticker campaign: Studio Ultradeluxe, Photography: Marc de Groot, Hair & Make-up: Charlotte Niketic, Model: Iris E - Paparazzi Models