Posted by Eliza Sadler on September 1, 2010 04:15 PM
Whether it’s a trashy beach read, the adventures of Nancy Drew, or the classic board game Clue, one thing is certain: we can never pass up a good mystery.
H&M, a pioneer in smart designer collaboration, is capitalizing on fashionistas' innate curiosity with a series of cryptic videos. On the eve of New York's fashion week, the Swedish fashion giant has released a new viral video campaign for an upcoming designer collaboration.
The videos, featuring strategically taped interviews with anonymous designers, were posted by the global fashion retailer on its YouTube channel this week. These sexy, 23-second teasers show only a designer’s body with his or her face entirely hidden. See the rest, and some educated guesses, after the jump.
First guesses based on voice and style had fashion-loves convinced of Thomas Maier of Bottega Veneta, Caroline Herrera or Vivienne Tam. But today’s WWD reports that the mysterious partnership will be with Lanvin, specifically, the label's creative director Alber Elbaz.
Neither Lanvin nor H&M have confirmed the collaboration, and it looks as though we will not know the truth until September 9th, when H&M has promised to make the big reveal.
But no matter whom you are, whether or not you shop at H&M, and or know any of the aforementioned designers, you can’t pass up the thrill of the game. As such, H&M once again proves itself as a leader in brand innovation and consumer engagement. Now if only the right guess ensured a generous prize would this campaign be entirely genius.
Update: And the winner is...