H&M debuted a virtual fashion show featuring selections from the Fall collection to celebrate the 10-year anniversary of CondeNast’s Style.com. Fashion fans could view, interact with, & snap pictures of virtual apparel & accessories in front of any of H&M’s 10 Manhattan locations. After capturing their favorite looks, users received an instant 10% discount to use in-store on any H&M purchase. 

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Shoppers tried on outfits virtually, sharing their favorites from the collection to Facebook, and creating a buzz around thier virtual lookbooks.

The AR initiative was GPS-linked, which obviated the need for hardware or codes to scan, allowing H&M to place objects at any physical location in real-time.

H&M was able to manage content & make changes on the fly, allowing users to feel like they were at the physical runway event.