Models Are the New Billboards

If you keep up with Fashion news, or are just a fan of the Kardashians, you may have seen that the new H&M x Balmain collaboration has been announced. This announcement, however did not come through H&M or Balmain itself, but through the Instagram posts of Kendal Jenner, and Jordan Dunn.

Screen Shot 2015-05-19 at 12.32.12 Screen Shot 2015-05-19 at 12.32.24The models posted these shots as they arrived at the Billboard Music awards last night head to toe in the collection.

H&M soon confirmed the collab through their offical Twitter:

Screen Shot 2015-05-19 at 12.35.51

Although this is not the first time models have been sent to awards shows or other events to promote a new collection, it is (as far as I know) the first time that a collection has been announced by models, rather than the brand itself. As many young consumers such as myself follow more personalities than brands on social media, this could prove a very effective way to gain new consumers who would not normally have heard about this collaboration, or at least not until much later.

Additionally, sending out the models in the outfits as they announce the collection builds hype as a large portion of H&M’s target audience were likely watching the Billboard awards show and checking Instagram at the same time. By having the collection promoted across both media’s at the same time it really drives home the message as you would be able to watch the show and wonder who they were wearing, and then immediately find out, not only what it is, but that it’s accessible to you. This was particularly effective because the girls who follow models like Kendal and Jordan, likely want to dress like them but don’t have the same budget, so a collection between a high end designer and a high street brand being announced by these young womens’ idols is a perfect way to unveil the collaboration.

Could Kendal and Jordan tempt you into buying H&M x Balmain?

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2 thoughts on “Models Are the New Billboards

  1. Definitely! Millions of fans follow Kendal and Jordan and of course idolise them and want to dress like them but never can because of the denier labels they wear. H&M took advantage of the huge follower base these celebrities have and were able to reach millions by having their garments on these celebs. It also increases the credibility of H&M, consumers are more likely to purchase after seeing celebrities wearing their clothes than listening to annoying advertising where the brand itself is convincing consumers that their products are great!

    Liked by 1 person

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