To talk about diversity in fashion, we dare to show it; so we created a campaign welcoming everyone under the umbrella “H&M Loves Madero”; our tribute to diversity. We dismiss every fashion cliché by not using models, and instead, we used common people.

Kicking off with a TV spot, where we dismiss every fashion cliché. Not using models and instead, using common people, starting a media exposure, both offline and online, with images never seen before.

During opening day, we spoiled our brand lovers, some of them queuing for 2 straight days, with giveaways, special lunches, DJ’s; we even make a concert.

And that´s how we achieve the first really relevant fashion event for the Mexican audience

Over 12K people show to the opening day

More than 36M offline impressions

More than 35M online impressions

Over 100K reached people

More than 67K store visitors in only 5 days

We celebrate diversity, we celebrate Mexico and all Mexicans.