An artistic take on tights

H&M tights was in need of a redesign to achieve a more contemporary and premium look. The vision with the art direction was to develop a lifestyle approach presenting the product in natural poses, appealing to the gaze of the modern woman.

 

Working with renowned photographer Annemarieke van Drimmelen, we achieved dramatic black and white photography with an emphasis on composition and shape, while keeping the product function in focus for the shaping tights series.

 

The basic tights series featured colour photography with relaxed poses, natural settings and warm, subtle lighting to unify the series and help differentiate the range.

 

More playful in nature, the multipack imagery was made up of monochrome sets of deep grey and pale beige tones. Products were packaged in a modular box system to fit into the H&M shelf systems. 

 

Consideration was given to the overall effect of the packaging both in store and online to build strong impact. The communication structure was developed to allow for adaptions of language versions worldwide.

 

H&M Tights

The H&M tights assortment was in need of a design update to oversee the packaging system, achieve a more premium look as well as enhancing the customer buying experience.

Generally speaking, packaging for womens’ stockings is often an overlooked category, with dated photography and standardised packaging solutions. However, the amount of wall space designated for these products in the shops is considerable, so the redesign involved recognising the impact this packaging would have in store. We saw this as an opportunity to break category conventions and work in a more progressive way. 

The vision with the art direction was to to achieve a more contemporary look showing the product with natural poses, appealing to the gaze of the modern woman. In collaboration with renowned photographer Annemarieke van Drimmelen, we developed a lifestyle feeling with the images, through a relaxed attitude, natural settings and subtle lighting set-ups. The black and white photography was used to showcase the shaping tights, putting the emphasis on shape, while the basic series featured colour photography helping to differentiate the range. 

The redesign involved looking over the structure of the assortment, product communication, setting a new typographic grid, as well as developing new formats, construction and material for the packaging. Moving away from the standard packaging, we were able to remove the outer plastic sleeve, and package the product in carton boxes, giving the packaging an object-quality, a more premium feel and better shelf stand out.

More playful in nature, the multipack imagery was made up of monochrome sets of deep grey and pale beige tones to help differentiate the product series. The multi-pack products were packaged in a modular box system to fit into the existing shelf systems. The result was a range of fun and easy to purchase items.

Consideration was given to the overall effect of the packaging both in store and online to build strong impact. The communication structure was developed for all packaging series to allow for adaptions for language versions worldwide.

The intention with the simplicity of the design is that it could hold up for years ahead while being true to the brand values as well as stay relevant in the context of fashion at H&M.