Perfect Fools produced H&M’s online campaign for the new Sonia Rykiel Pour H&M knitwear collection.

Perfect Fools produced H&M’s latest online campaign for the new Sonia Rykiel Pour H&M underwear collection.

The campaign Perfect Fools has created for H&M Autumn Fashion brings to life H&M’s print executions, starring Karen Elson and Patrick Petitjean, to re-create the beauty of each outfit by using the same model online and bringing them to life in slow-motion.

We filmed the models and clothes with a high speed camera in parallel with the print photo shoot, and added the falling leaves by using a mix of live footage and 3D. The concept was also developed to work across H&M’s existing online shopping and Facebook activities with a supporting banner campaign.

Client: H&M
Photographer: Andreas Sjödin
Digital agency: Perfect Fools
Film production: Strange Cargo and Bright
Sound production: Sabisha

Friends tag & track – Friends, Åkestam Holst & Perfect Fools
H&M Spring Fashion – H&M, Perfect Fools

H&M Spring Fashion is in Creativity’s Top 5 this week! See their Top 5-video here.

Perfect Fools was asked by international fashion house H&M to showcase their 2009 spring collection for an online audience across 33 markets. We took the fashion world to heart, following every thread on the subject on the most interesting blogs and message boards in search of the best ways to recreate the full experience of the collection digitally.

What came out of our search was an idea to combine the interactivity of a dress-up-doll with fashion show film footage, great for showing fabric in movement and giving an authentic feel to the clothes. The result? A dress-up fashion show, featuring H&M Spring Fashion!