H&M announced its next designer capsule collection, with Angel Chen, due out this September 2019. Chen is the first Chinese designer to have collaborated on a designer capsule with the fast-fashion giant, according to an announcement by WWD.

“When I was designing the capsule, my priority was to reflect Chinese culture and my brand identity in a meaningful way, sell through became secondary,” Chen shared in a statement to WWD. “I chose some iconic looks from my archive, and gave it an update in colorway, material and details. For example, we used 100 percent recycled nylon mesh fabric to construct my bodysuit, and that came out of a discussion I had with H&M on how to integrate sustainability into my brand.” Per the announcement, the designs are “based on the spirit of Chinese martial arts,” featuring “elements such as pine tree, bamboo, dragon, and crane.” The collection will range from about $9 to $217.

Every year, the Marketing Awards jury brings together over 90 of the top creative minds from all sides of the Canadian advertising and design industry to curate the most standout work in four main sectors: Advertising, Design, Multicultural and Craft, with categories spanning Digital to Branded Content, to Direct, OOH, PR and others.

The Gold M trophy is a symbol of top-rated creative excellence and the highest calibre of execution, and the Marketing Awards Annual showcases the best of Canadian creativity across all disciplines, from coast to coast.

AVC won in the Branded Content and Promotion category for its work with MAC Cosmetics.

MAC Cosmetics had a perception problem among first- and second-generation Chinese-Canadians. They believed the brand’s Little MAC line of lipstick was both “too couture” and “low quality.” So to make it both accessible and desirable, MAC worked with Chinese fashion influencers to show Little MAC’s quality and versatility in social posts. Contesting and outreach increased reach by 197%, surpassing its goals by 250%.

AVC created an always-on and bilingual content marketing strategy for the brand’s first ever owned WeChat account.  We drove engagement through contest promotions via fashion and beauty influencers in Toronto and Vancouver, representing the Mainland, Hong Kong and Taiwanese segments.  In less than one year, the unique followers surpassed 100,000 –something no other brand in Canada has been able to replicate to date.

Frédéric Tavoukdjian, President H&M Canada, tells strategy that the brand wanted to extend H&M’s presence on the popular and growing platform, which has more than 1 million active users in Canada. He says H&M was “very happy with the results” with respect to follower numbers.

H&M’s global teams are currently creating app content that the brand can adapt to make locally relevant for Canada – including local initiatives with influencers, special offers, and other customer events.