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New York swipes right on H&M
The Challenge

How do you make a global brand feel local?

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2019 was an important year for H&M: with the launch of the new Hudson Yards store, the brand will have had a presence in the city for over 19 years—but the excitement for H&M that was felt back then isn’t as strong today.

How could we build for the new store opening and reignite New Yorkers' passion for the brand?

The Rollout

Our multi-stage love letter to the city began on Valentine's Day with a poem proclaiming our love, and finished with the new store opening.

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    Tease: A Love Letter

    On Valentine’s Day we sparked the love again with New York to introduce the "We Love It Here Because We Love You Here" message in a full page New York Magazine spread.

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    Show: Community Stories

    We then celebrated New Yorker Since Moments through a cast of authentic New Yorkers, displaying our shared love for the city through their own moments.

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    Amplify: <3 on Social

    Amplifying on social via #HMLovesNY, our cast shared their messages and extended it to a large group of New York native Influencers.

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    Sustain: Love at First Sight

    Launching at Hudson Yards, we put consumers in the campaign and made it easy on opening day for any H&M fan to show up and share their own New York love stories.

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12 real New Yorkers, including H&M employees, brought to life that being part of the city doesn’t happen after a year, 5 years, or even 10 years—but in a moment.


Each cast member was photographed by Peter Ash Lee in the studio and around the city with their stories extended across OOH, paid social & digital, and the casts’ personal social channels.

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After launch, we sent New Yorker Since kits to local influencers to expand the story.

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    Social Media Impressions
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    People Attend Opening Day
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    Total Social Engagements using #HMLovesNY
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    Real New Yorkers Cast in Campaign
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    Images taken in our Photo Experience on Opening Day

Earning It