In a new journal section, we're highlighting the latest experiential events of note by top minds in the industry. Check out The Gathery's collab with H&M to launch their spring 2022 collections below.
The highly anticipated Iris Apfel x H&M collection launched April 14th, consisting of an assortment of eclectic dresses, sets and extensive accessories designed in collaboration with the 100-year-old style icon Iris Apfel. To kick off the launch, H&M tapped The Gathery to conceptualize and execute an innovative luncheon for top tier media and fashion influencers.
Magnificent shapes and colors that Iris has made so popular over the years inspired the event décor at The Colony Hotel in Palm Beach, celebrating her famous flair and oh-so-famous approach on life – "why be boring?" But it was her fashion philosophy – believing style begins and ends with self-expression and, above all, attitude, which is both aspirational and attainable – that inspired the event’s overall strategy and content.
We provided guests an inside look into Iris’ candid perspective on all things style, encouraging each to “Find Your Inner Iris” by wearing specially designed smart glasses inspired by Iris’ iconic, thick-rimmed frames. In the spirit of democratizing fashion, guests were invited to capture the luncheon using the custom smart glasses and share with their broad social media followings and friends. With streaming capabilities developed, the idea was to give any fashion lover the opportunity to participate in compelling conversation with the industry’s heavy hitters and fashion’s most beloved icon. Further, we opened the luncheon up to one of H&M loyalty members so that they could take part in-person.
Iris welcomed guests to the luncheon with the message, “To be interesting, you must stay interested.” At a century old, Iris remains fascinated by fashion, but also interested in technology. As such, we invited Iris to enter the luncheon via a three-dimensional, realistic, life-size hologram. Originally integrated into the event as a health and safety precaution – should COVID cases had risen and Iris was unable to attend – the hologram quickly took center stage and amazed attendees, who immediately photographed, and video recorded the experience.
H&M continues to work at the cutting-edge of technology continually looking to scale and invest in new and existing innovations to make positive change and drive progress in sustainability within the fashion industry. This May H&M launches Cherish Waste the latest drop in H&M’s Innovation Stories a series of exclusive collections dedicated to promoting pioneering new materials technologies and processes. For the launch H&M has once again partnered with The Gathery to create an immersive art and fashion exhibition that was constructed like a museum. The exhibition was designed to entertain, but also educate visitors on the incredible and complex story of H&M’s sustainability efforts. The gallery opened on Thursday, April 28th at Studio 525 in Chelsea, NY with a private VIP reception. Attendees included fashion lovers like Winnie Harlow Evan Mock Barbie Ferreira and Richie Shazam. The exhibition stayed open to the public for the duration of the weekend, welcoming over 800 guests.
