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