What it takes to launch a new fast-fashion collection? A brand partnership, a pop star and 6 new Instagram AR filters

Remember when Target released their insanely popular and highly anticipated partnership with Zac Posen? Back then, the existence of that partnership alone drove enough PR and excitement to make that launch an astronomical success.

Fast forward to today. H&M is dropping its new collection in partnership with Kangol. But that is certainly not enough to entice Gen Z today. Beyond the new partnership and, of course, clothing collection, the brands partnered with British pop start Mabel – not just as a spokesperson but – to create a music video along with new 6 AR-filters that allow people to star in their own music videos (and H&M social channels). Basically, H&M’s new collection is a Tik-Tok campaign on Insta.

Gen Z’s fashion trends have also dramatically changed since Covid as nearly half of young consumers say that COVID has changed the kind of clothing they shop for, according to according to YPulse’s new fashion and style report. Since the start of the pandemic, quarantined young consumers have helped create a loungewear and athleisure boom, and their fashion interests have been changing. The pandemic has spurred at-home fashion trends, and Glossy reported that young shoppers now prefer “comfortable, seasonless” fashion over “runway trends” so H&M/Kangol’s new line will likely also appeal to them based on the cool, laid-back, 90’s nostalgic vibe of this collection.

Why it’s hot: Fast fashion keeps getting ‘faster’ with evolving consumer trends and needs