For this latest edition of H&M's design story series, we were tasked with clearing the rights to Flume's "Sirens" featuring Caroline Polachek.
The campaign is inspired by the metaverse and features models wearing magical virtual creations. The resulting collection contains both physical ready-to-wear and a selection of digital garments, co-designed and crafted by the Institute of Digital Fashion. The pieces are inspired by satellite images of planet Earth, microscopic cells and vibrant wildflowers. The collection will be on sale at hm.com from 8 December 2022.
We researched rightsholders and writers (Danny L Harle, Caroline Polachek and Harley Streten) and licensed the song for the campaign.