The majority of men consider H&M as a place where females shop, they don’t think of it as a destination where they can find great menswear. Our brief was to create a bold global campaign which sparks new curiosity around H&M for men. The objective was to increase awareness, growth and emotionally connect with men in order to be top of mind as their fashion destination.

Clothes don’t just make the man. They make the man feel. The global H&M campaign, ‘Wear that feeling, celebrates the confidence you gain through the clothes you wear. Whether you’re off to the scary dentist, gardening for the first time or just walking down the street with a friend, style makes you confident whenever you need it. To helm the campaign, we looked for someone who has the confidence to pull anything off… Say hello to Pete Davidson, the man of the moment and the new face for H&M Man.

Men don’t get their style inspiration from traditional fashion films or runway shows. They get it from watching the things they love. Movies. Music videos. Sketch comedy. That’s where Pete comes in…

Pete Davidson won the world over with his self-deprecating humor and charm. But he’s different from the typical fashion icon. With a confidence that is impossible to peel your eyes off of, he was perfect for helping H&M attract an audience that isn’t interested in conventional fashion films.

Platforms such as Youtube & Instagram were a natural place where people usually find Pete, and therefore it didn’t feel unnatural for our audience to engage with H&Ms content. H&M gave our audience content they usually engage in– their favourite comedian being himself with style and confidence. The results show that it worked.

In a series of films that feel more like SNL skits and less like fashion clips, we place Pete into everyday moments where his outfit is the center of attention. Whether he’s visiting the dentist or hanging out with his best friend, his confidence and style turns heads. That’s what happens when you “Wear the moment”.

We wanted these films to be infused with lots of humor and stand out from traditional fashion film themes. Together with director Tim Godsall—who brought his unique style and subtle humor—we created a campaign that speaks a language men are already familiar with.

The films ran on TVC, Youtube, OLV as a first phase for building awareness and PR. Short formats of the films were shown on DOOH, SoMe, website & the app to get people to explore H&M’s range and drive sales. The campaign ran globally between week 18-22.

The campaign drove more web traffic and new users to H&M’s website than any other H&M Man campaign before. It was H&M Mans most visited campaign to date with 1.7M users and 2M sessions for the 5-week whole period. 93% of the users we attracted were new users, which ultimately reached our goal, proving an effective collaboration between H&M and Pete Davidson in attracting men to H&M in a new way.

364 online articles featured the campaign in both local and international media, with a combined potential reach of 38 million readers and an ad value of close to EUR1 million, 10 MSK. Receiving features from 46 different countries globally, is proof that Pete brought fashion to all men around the world in a context everyone can relate to, regardless if they are located in Sweden, US or Vietnam.