In this one-of-a-kind collaboration between French fashion maison Mugler and H&M, we worked closely with an extraordinary creative team, project managing and delivering talent and music across a range of assets and activations, to launch what has become one of the year's most highly anticipated collections.
Starting with creative suggestions for tracks and talent, we zeroed in on the perfect mix of people and sonic attributes through an exhaustive collaborative process, finally confirming a brand new version of Stardust's "Music Sounds Better With You" and the four music stars of the campaign: Amaarae, Shygirl, Eartheater and Arca.
In the music production process we coordinated, it was important to maintain the track's instant recognisability while also finding a way to turn it on its head and make something completely new. Critically, it needed to reflect the joint aesthetic of Mugler and H&M and also effortlessly complement each artist's unique musical universe.
The result - produced by Ashland Mines and Sami Baha - is a raw and earthy club tune that mixes dark tones and Jersey Club influences, without compromising on the high energy needed to drive the film's narrative.