The multinational fast-fashion giant H&M has partnered up with Shillington Education to feature the works of recent graduates on the shopfront of H&M’s new store on London’s Oxford Street. The graduates, who worked with a design agency based in Shoreditch known as The Midnight Club, were asked to design posters based on their interpretation of the theme, “Breakthrough”.
The project was initiated by H&M, who approached Shillington to help the company celebrate youth creativity with its new store opening in the heart of London. Although the project was delayed due to the COVID-19 pandemic, it was finally installed in mid-June as a promotional campaign before the new store was opened when lockdown restrictions were eased later in the month.
Nineteen graduates had their posters showcased on the exterior of the shop on the busy shopping street from June 12 to June 23, and the exhibition included illustrations as well as type-based designs. The featured graduates were paid for their submission and fully accredited for their work. The initiative is not only a great way to support and highlight young talent, but also invites the retail industry to reimagine the use of shop windows.