H&M Launches UX Campaign to Support Love in Times of Social Distancing

H&M LAB Germany has developed a technology that uses fashion to transmit emotions. With 'Wearable Love', people can touch each other even when they are physically separated. In times of social distancing, the technology has achieved great relevance. Together with the agency Wynken Blynken & Nod, H&M LAB Germany has now developed a campaign to test the market potential. Wynken Blynken & Nod - who created the name 'Wearable Love' - was in charge with the UX design and developed the campaign strategy.

"We are very pleased about the cooperation with Wynken Blynken & Nod. They have captured the zeitgeist of the product and made this innovation from H&M LAB tangible with all its aspects of fashion and technology," says Thorsten Mindermann, managing director of H&M Germany.

The film was directed by Wolf & Lamm in cooperation with the film production company Element-E on 35mm. It will be shown on various social media platforms.

With the 'Wearable Love' campaign, for the first time, H&M LAB Germany involves customers in the development process. On the campaign website, consumers can decide themselves on the further development if and how the 'Wearable Love' collection is to be continued.