H&M’s “Fashion Mixer” catalogue turns apparel pieces into music

H&M is now launching a music project in Asia that see’s the brand’s fashion catalogue working as a musical piece.   The project—called fashion mixer—enables consumers to turn apparel pieces into musical sounds and then mix them.  The project is based on H&M’s “Divided” collection, which features clothing for both men and women.  Essentially, each item of the collection has it’s own sound effect ranging from beats to melodies and voices.  Users can add various fashion items by dragging and dropping them onto a special sampler on a mobile device that fuses the sounds to create a one-of-a-kind tune.

handm_fashion_music_01

Why I am Curious:

It’s interesting to see brands play with the power of music. Some brands are doing it right and some brands haven’t quite figured it out.  I think this project from H&M will be something of interest to their core audience.

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