In Fall 2022, H&M approached Coveteur to create a custom content program to promote the brand’s French-inspired fall collection.

Leveraging Coveteur's talent network, we tapped fashion influencer, Annabelle Fleur, to create three different looks with H&M’s latest pieces, ‘Annabelle Fleur’s Guide to Effortless, Versatile Fall Style’.

Coming to life through talent-shot social-first video and photo assets, alongside custom Coveteur-designed graphics, this custom feature offered readers fall style inspiration — with Annabelle’s perspective on French dressing. Seamlessly weaving the variety of textures, tones, and silhouettes of H&M’s fall collection into Annabelle’s narrative—from the trends she’s most excited about to the transitional pieces she’s leaning towards to her tips -and-tricks for a French-style ensemble, this feature created an impactful connection between the brand and Coveteur’s fashion-obsessed readers.

Supported by a robust amplification plan across site, social, newsletter and talent platforms, this program created an impactful halo of awareness for H&M, while driving consideration and traffic to shop through extensive shoppable integrations.

Discover the collaboration here.