As part of the summer campaign for 2007, H&M teamed up with Australian pop princess and all round style icon, Kylie Minogue. The collection focused on beach and pool wear with distinctive patterns and colours, including bikinis, sunglasses and other unique products and accessories.
To create an experience where the user is exposed to the products, mood and atmosphere of the campaign. Inspiring the user, directing and encouraging them to the online shop. The site should also give insight into Kylie as a person, with the understanding of why she is such an icon and the perfect model for H&M and the campaign.
Foreign created a simplistic and stylish look which captured a summer experience around Kylie, starting and ending in the water. Large format product imagery was utilized to simple effect, where the star and products could be clearly viewed. A TVC movie was made full screen with elements/clips being utilized to create a unique downloadable screen-saver. A behind the scenes and an interview, showing never seen before pictures from throughout her career and life, were also created to give the user more insight into the star, thus humanizing her.
The site was communicated in 6 different languages and to 26 different countries. The downloadable screen-saver for your DVD/TV, became the first of it’s kind and a must have item for any true Kylie fan.