ABOUT

Most men consider H&M a place where women shop, they don't think of it as a destination for great menswear. After decades of building H&M as the go-to fashion destination for women, we had to switch things up to reach the male audience. Our brief was to create a bold global campaign that sparked new curiosity around H&M for men. The objective was to increase awareness and growth and create an emotional connection with men in order to make H&M top of mind as a fashion destination for them.

Clothes don’t just make the man. They make the man feel. The global H&M campaign, ‘Wear that feeling’, celebrates the confidence you get from choosing the right clothes. Attention grabbing. Charming. Entertaining.

Men don’t get their style inspiration from traditional fashion campaigns or runway shows. They take it from watching the things they love. Movies. Music videos. Sketch comedy. That’s where Pete Davidson comes in. He has self-deprecating humor and charm. He’s different from the typical fashion icon, with a confidence that is impossible to ignore - perfect for attracting an audience that isn’t interested in conventional fashion campaigns.

In a series of films that feel more like Saturday Night Live skits than advertising, we placed Pete into everyday moments where his outfit is the center of attention. Whether visiting the dentist or hanging out with his best friend, his confidence and style turns heads. That’s what happens when you “Wear that feeling”.

With 1.7M visitors, of which 93% of all traffic to the website were new visitors, this is H&M Man's most successful campaign to date. Brand recognition increased by +14% for the target group of men aged 18 to 30. Within selected media channels with a male user base, we also saw willingness to buy increase by +11%, and positive associations around H&M as a men's brand increased by +10%, compared to previous campaigns. The films resulted in 180 million impressions, with a quarter of them in earned media coming from more than 350 articles from 50 different countries. This campaign put H&M Man on the map.