Custom Publishing

Toronto / With more than 4,500 stores and 130,000 employees, 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 commissioned Whitman Emorson to conceive of an editorial strategy and produce a print publication. Following round-table conversations with H&M Canada’s communications and HR teams, WE developed a keen understanding of H&M’s brand strategy and communication objectives, which centred on the company’s vital, highly social work culture, and its strong tradition of internal promotion. WE then translated this understanding into an editorial vision, informed by a consumer magazine-style approach to storytelling, and then executed on that vision, collaborating with a global network of best-in-class journalists, editors, photographers and illustrators.