H&M wanted to launch a new fashion range that could overcome physical distance between people through the use of technology. The task was to give the concept a name, a visual identity and a creative way to activate customers to take part in the further development of the product.

Science has proven that touching each other is essential for our mental and physical health. But this year, science tells us to keep away from each other in order to stay healthy. It is time to think about new ways to connect. That’s why H&M called its new range “Wearable Love” – the first fashion item that’s not just an expression of style, but an expression of love. It’s a jacket equipped with technology that transmits a physical touch sent by your loved ones. Flexible sensors and tactile elements incorporated into the fabric evoke the sensation of a gentle hug. This virtual touch is triggered by the Wearable Love app. People can invite their friends and create individual touch patterns. With this product category H&M offers a new way of connecting with each other and shows how fashion can take on a completely new, social component.

Whether it’s a long-distance relationship or any other reason why you can’t be close to your loved ones: The concept of a jacket that lets you hug each other in spite of physical distance has many potential users. The intended target group was 18-49, tech-savy, digitally well-connected people who are interested in innovation and fashion. But during a time when the whole world is experiencing first hand what it means to be forced to keep your distance, this concept was bound to make everyone else talk about it as well. To kick off the conversation, "Wearable Love" was introduced with an emotional online film and the activation of selected media.

"Wearable Love" lets you send and receive a loving touch as easily as a text message. Flexible sensors and tactile elements incorporated into the fabric of the jacket evoke the sensation of a human touch. The concept consists of the jacket itself, the “puck”, a detachable module that provides power and connectivity, and the Wearable Love app. It connects to the jacket via Bluetooth and enables users to send a virtual hug. You can invite your friends and create custom touch patterns to send to each other's jackets.

The campaign started with an emotional online film and teaser clips on social media showing the effect of “Wearable Love”. H&M also used the extensive reach of their loyalty program to help spread the word by reaching members through owned digital channels. A press release was issued to national and international media in relevant markets across Europe, Asia, North and South America.

With "Wearable Love", H&M positioned itself as the first big player in the industry to tackle the future of connected clothing with an original and innovative idea. Hundreds of tech, fashion and news media around the world, including opinion leaders such as Vogue, Huffington Post, RTL and HLN covered the innovation by H&M, creating more than 300 million impressions in earned media with a budget of less than 15.000 €. The campaign created a positive response rate of 25.4% among H&M members. And it sent a message to the fashion world that the latest trend doesn’t just have to be clothes that people love, but ones that help people love each other.