Mabel x Kangol x H&M
Legendary sportswear label Kangol joined forces with H&M and recruited BRIT Award winner, Mabel, to be both the face and co-collaborator on their 2020 capsule collection.
Globe worked with H&M on the global-campaign which included a teaser film previewing the collection, and a range of new Instagram filters that transport the user to a retro-futuristic world. Mabel and H&M shared the filters via IG stories inviting fans to share their own versions a week prior to the collection drop. Both the film and IG Filters featured “Bad Behaviour” from Mabel’s debut album.
The collection captures the perfect Kangol wardrobe for members of the self-made generation like Mabel: fresh, authentic, fun. The collection has everything for autumn, from hooded puffer jackets and long puffers, to slouchy cardigans and sweaters knitted with the Kangol branding and logo. Globe worked closely with H&M’s design team on two hero-garments within the collection which were co-designed by Mabel herself.
As part of the PR amplification, H&M gifted samples from the line to key influencers around the world including celebrity friends personally selected by the singer-songwriter. Mabel generated further buzz on her socials prior to the release by giving fans a sneak-peak of her wearing key pieces including the slouchy joggers, while at home, and the mini-dress ensemble out on the town [pictured].
The collection was released on 17th September on HM.com and selected stores worldwide. Check out the campaign film on Mabel’s socials and YouTube channel.