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H&M align ‘divided’ with music lovers using magazine media

H&M align ‘divided’ fashion line with music lovers using magazine media and 'NME Showcases'

NME Showcases Logo


Music and fashion have long gone hand in hand, but both are changing with the times. Traditional instore retail has been impacted by online stores and needs fresh ideas to drive footfall instore. At the same time, music fans are focussing increasingly on the experience of being part of big live music moments. These two trends created a perfect opportunity for H&M to capitalise on.


In 2013, H&M sought to pitch its H&M Divided collection as a natural fit for music fans. The Swedish fashion brand turned to the music magazine, NME, to help it position H&M Divided and to demonstrate that H&M Loves Music. The fruit of this collaboration was a series of live gigs at H&M stores, called NME Showcases.


NME Showcases gave music lovers a once-in-a-lifetime experience of seeing their favourite artists such as Carl Barat, Tribes and Sky Ferreira up close. Competitions to win tickets to these gigs at flagship stores were promoted via advertorials in NME and on social media, driving traffic to an exclusive H&M Hub on the title’s website.

H&M event

Carl Barat

Print editorial and digital newsletters helped to further position the H&M brand squarely alongside independent music news. NME’s music journalists covered the gigs, both pre and post. Their write-ups, photos and videos of the NME Showcases helped to authenticate H&M’s music credentials further.


The H&M partnership with NME took magazine brand collaboration to a new level, and achieved high audience engagement. H&M reached more than 5m of its target audience, including 3.7m via social media. In total more than 58K unique visitors completed 100k views of its video and photo content on the NME platform. There were 3,000 competition entries, 900 attendees at the gigs, and great engagement with some of the world’s hottest musical artists.