BRAND STRATEGY

Jörgen Andersson CCO H & M

Fashion marketing and promotion is changing faster than ever – particularly for high-street fashion brands like H & M, which are driven by sped up trend cycles often fuelled by social media. This has created an environment where fashion brands are continuously releasing and advertising new products, with the traditional Spring / Summer, Autumn / Winter trend cycle largely replaced by 52‘ Micro- Seasons’ over the course of a year.

But promoting this expanded product offering takes time – which is why H & M has begun showcasing new products using digital twin technology. First launched in 2025, the company is using digital replicas of real human models to promote new products across social media and wider marketing campaigns. This allows H & M to place models in settings that may previously have been a logistical challenge, give the company complete control over the fit and styling of the clothes and reduce the environmental impact of international travel for models. Using AI, H & M can also remain agile – responding to new trends as they come and scaling international campaigns without the need for cost-heavy shoots.