Place of Possible

Toronto, Canada / With nearly 4,000 stores in 60-plus countries, H&M is the world’s second largest fashion retailer. To support the brand’s global “Place of Possible” campaign, aimed at recruiting and retaining staff, H&M Canada commissioned Whitman Emorson to conceive of an editorial strategy, and to produce a one-off print publication.

Following conversations with H&M’s communications and human relations departments, WE developed an editorial vision, informed by traditional, consumer magazine-style approach to storytelling, for the publication. WE then worked with its global network of photographers, illustrators, writers and editors to produce the publication.