H&M – Always-on, Campaign

In 2024, H&M embarked on a major brand transformation: shifting its positioning from fashion retailer to fashion brand. A key part of this evolution was developing a more elevated tone of voice, where fashion fluency, cultural relevance, and editorial storytelling became central to the communication. As Lead Copywriter for the Swedish market, I translated this new direction into local execution across always-on communication — including push notifications, email marketing, and app content — as well as larger campaign activations. In parallel, I developed local tone-of-voice guidelines to ensure consistency, clarity, and brand elevation across every customer touchpoint.