Darren McPherson
Creative Direction + Design
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H&M Loves New York

2019 was an important year for H&M: with the launch of the new Hudson Yards NY flagship store. The brand will have had a presence in the city for over 19 years—but the excitement for H&M that was felt back then isn’t as strong today.

How could we build for the new store opening and reignite New Yorkers' passion for the brand? By showing we love New Yorkers, as much as we love the city itself.

Shorty Awards: Audience Honor, Fashion & Retail.

Created at Day One Agency. Shot by Peter Ash Lee.

The rollout

The rollout

Our multi-stage love letter to the city began on Valentine's Day with a poem proclaiming our love, and finished with the new store opening.

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12 real New Yorkers, including H&M employees, brought to life the idea that being part of the city doesn’t happen after a year, 5 years, or even 10 years—but in a moment.

Each cast member was photographed by Peter Ash Lee around the city with their stories extending across OOH, paid social & digital, and the casts’ personal social channels.

Each cast member was photographed by Peter Ash Lee around the city with their stories extending across OOH, paid social & digital, and the casts’ personal social channels.