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Library/Product/H&M x Balmain
Grade B19 sourcesHIS-01417

H&M x Balmain

Product · 2015 · Notable

41Editable slideCertificate

Balmain's H&M launch brought sell-outs; Brandwatch reported over 125,000 tweets.

Balmain x H&M campaign with Olivier Rousteing and models
Digiday
Shoppers emptying an H&M store in Florence during the launch
Fortune
Queue outside H&M in Seoul for the Balmain launch
Korea JoongAng Daily
Still from the #HMBALMAINATION music video
DA MAN
Shoppers rushing an H&M store at the Balmain launch
Dazed

Spread Score

How it works
Reach59Contagion35Breadth40Velocity44Longevity1341

Numbers

Hashtag impressions, launch week; Brandwatch lower bound
333M
As of Nov 6, 2015 · X · Brandwatch's Dinah Alobeid via Social Media Today
Peak proxy date
Week of Nov 5, 2015
Nov 5 ’15 to Week of Nov 5, 2015
Platforms
7
Started on Retail
Origin
Mixed
Fashion & accessories

Mechanics

  • Scarcity dropPrimary
  • Identity badge
  • Real-world spectacle
  • Press loop
  • Resale market

How it spread

Trace the origin

H&M and Balmain revealed the collaboration with celebrities, then rolled out a hashtag, ads and a runway show. The retail launch brought queues, a site crash and sell-outs. Shoppers' footage and resale prices became news.

Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesJan ’15AprJulOctNovJul ’16Feb ’18Sep ’19Apr ’21Nov ’22Jun ’24Feb ’25Peak proxyTVOpen webInstagramYouTubeRetailXPress
TVOpen webInstagramYouTubeRetailXPress

12 more events on this chart

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Timeline (15)

  1. May 2015

    H&M, Olivier Rousteing, Kendall Jenner and Jourdan Dunn precursor · May 17 ’15

    Rousteing revealed the collaboration with Jenner and Dunn at the Billboard Music Awards.[1][2]

    Open the first post ↗

  2. September 2015

    H&M and Balmain precursor · Sep 25 ’15

    H&M released Mario Sorrenti's campaign images with Jenner, Hadid and Dunn.[3]

  3. October 2015

    Kathryn Swartz Rees (@kswartz83) precursor · Week of Oct 5, 2015

    Rees leaked 99 lookbook images, then lost account access after an Instagram copyright complaint.[4]

  1. precursor · Oct 20 ’15

  2. precursor · Oct 29 ’15

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Why it worked

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Origin
Mixed
Sector
Fashion & accessories
Region
Global
Hashtag impressions, launch week; Brandwatch lower bound
333M
As of Nov 6, 2015 · X · Brandwatch's Dinah Alobeid via Social Media Today
Evidence
Grade B

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