Wearable Love
H&M
Issue 57 | December 2020
Agency
Wynken Blynken & Nod
Creative Team
Chief Creative Lunatics Matthias Erb, Jens Theil Creative Director Copy Sebastian Weber Creative Director Art Christian Baur Creative Lunatic/Art Muhamed Braimi Junior Art Director Vanessa Fehst
Production Team
Production Company Element E
Other Credits
Group Head Account Management Larah Timm Mediagency Vizeum Deutschland
Date
August – September 2020
Background
Science has proven that touching each other is essential for our mental and physical health. But in the year of pandemic, science told the world to keep away from each other. In these challenging times, H&M worked together with Boltware to bring together what belongs together.
Idea
Wearable Love was a denim jacket equipped with haptic technology that enabled wearers to feel their loved ones’ touch as if they were with them.
Flexible sensors and tactile elements incorporated into the shoulder areas of the fabric were connected to the Wearable Love app.
Within the app, the special person in your life could register and start sending virtual hugs, their individual touch patterns recognised and recreated.
The jacket was launched with a short film showing two separated lovers connected by H&M.
Our Thoughts
Google’s Project Jacquard got here first with a collaboration with Levi’s but what H&M have done is tap into the zeitgeist so that through PR they look relevant and switched on. Few will actually buy the jacket but H&M don’t need them to. It was created simply to let Gen Z know this is a brand that is innovative and cool. Not bad values to have attached to your name.