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The Billion Dollar Collection

Background

The fashion industry produces 4% of all greenhouse gasses globally – equivalent to the annual emissions of France, Germany and the UK combined (Source: McKinsey). The sector needs revolutionary change – but it also needs to plug a massive funding gap to achieve it.

Yet the innovations needed for sustainable transformation already exist – they just require investment. Unfortunately, their industry profile is low: These are not fashion businesses but small, high-tech industrial plants in small corners of the world, innovating materials (cotton-like textiles from seaweed; vegan leather from winemaking leftovers) or novel manufacturing techniques (e.g., eliminating wastewater in factory production). ‘

Solution

If we can help these businesses scale up and become viable options for large scale fashion brands, we can help the industry change.

We identified 10 emerging start-ups and presented them and their solution to the world in the form of a fashion collection. This became the Billion Dollar Collection. A virtual clothing collection where each piece isn’t a garment you can buy, but an investment you can back.

Results

The media campaign generated universally favorable coverage (81% strongly so) for both the concept and H&M Foundation in 23 countries with an earned reach of 94M, including both dailies and key fashion titles.

Coverage was most prominent in the markets we needed to hit to promote fashion reform (UK and US).

Then the feedback began coming in from our start-ups: Investors were reaching out, mentioning the lookbook. As a direct result, one start-up was able to close its €4.6 million funding round, and immediately begin scaling up its technology. Others are currently in negotiations and have been using our assets directly in meetings with suppliers, investors and brands.

The collection was only intended as a one-off project, but H&M Foundation will now continue the project making it an ongoing living project.

Arbetsgrupp

  • Creative Director 
    Petter Lublin, Prime Weber Shandwick
  • Copywriter 
    Emma Björnwall, Prime Weber Shandwick
  • Designer
    Kalle Mattson, Prime Weber Shandwick
  • Digital Strategist 
    Hugo Broms, Prime Weber Shandwick
  • Digital Strategist 
    Fredrick Lewandowski, Prime Weber Shandwick
  • Strategy Lead  
    Axel Tesch, Prime Weber Shandwick
  • Planner 
    Sebastian Stüben, Prime Weber Shandwick
  • Executive Creative Director
    Carl Jannerfeldt, Prime Weber Shandwick
  • PR Strategist 
    Christian Åkerhielm, Prime Weber Shandwick
  • Client Lead 
    Ylva Lindberg, Prime Weber Shandwick
  • Sustainability Lead/Client Lead 
    Sofie Wikander, Prime Weber Shandwick
  • Project Manager
    Andrea Stuart, Prime Weber Shandwick
  • Communications Specialist 
    Elin Hallerby, H&M Foundation
  • Communications Manager 
    Malin Björne, H&M Foundation
  • Communications Specialist 
    Karolina Fabo, H&M Foundation
  • Communications Specialist 
    Pär Höglund, H&M Foundation
  • Global manager 
    Diana Amini, H&M Foundation
  • Innovation lead 
    Erik Bang, H&M Foundation
  • Strategy lead
    Sara Ericsson, H&M Foundation
  • Collection designer
    Pauline Chardin, Designer