For four consecutive seasons, Dazed Studio oversaw creative direction for H&M Studio, establishing a bold, vibrant identity that connected H&M to an elevated fashion-forward, youth audience.

Our strategic and creative direction was to place H&M Studio as an arbiter of youth style through the lens of music, entertainment and digital culture; looking to reflect the elevated design of their collections within new-age aesthetics and themes that are deeply ingrained in youth pop-culture.