Develop an interactive fashion storytelling experience for H&M’s Treasure Forever campaign by transforming the collection into a handcrafted paper universe inspired by nostalgia, personal identity, and collectible keepsakes.
Problem
Introduce the Treasure Forever collection through an influencer experience that could feel emotionally memorable, playful, and visually distinctive within an oversaturated gifting landscape. The project needed to transform product seeding into an interactive storytelling moment capable of connecting fashion, nostalgia, and personal identity through a cohesive artistic universe.
Concept
“Style becomes timeless when it feels personal.”
We developed a paper-crafted narrative inspired by collectible storybooks and illustrated theatrical sets. Each influencer received a miniature world designed as a wearable fantasy, where fashion became part of an intimate and playful self-representation experience.
A custom-made treasure chest was designed featuring a hand-crafted pop-up environment inspired by the sea, entirely illustrated through a paper-art aesthetic. Inside, each influencer discovered a miniature version of themselves alongside selected pieces from the collection adapted into wearable paper garments. By cutting and placing the outfits onto their character, they could interactively style their own looks and curate their favorite combinations.
The selected outfits later became the foundation for a conceptual editorial shooting developed under the same handcrafted visual language, translating the paper universe into a fully realized fashion campaign.