During the pandemic, gig opportunities were few and far between. As way to support local artists, H&M turned stores and social media channels into a platform highlighting local talents.

Curating tracks by local artists on high rotation to the in-store playlist and official playlist on Spotify, complimented by in-store messaging and QR-codes to highlight collaborations with local artist.

The initiative has now grown beyond physical stores into the H&M Music x ME campaign as a platform to feature local Filipino artists such as Unique Salonga and P-pop group BGYO to showcase their passion for music and style.