H&M x Mugler’s European takeover signals street marketing’s moment. – H&M x Mugler
Case in point, H&M and Mugler turned the streets of Europe’s fashion capitals into a visual runway with a fly posting and street art campaign across London, Paris and Berlin, delivering a high-impact activation designed to stop passersby in their tracks.
Launched in Spring 2024, the street marketing initiative was conceived to generate maximum visibility in H&M’s three key European markets while spotlighting the breadth of the H&M x Mugler collaboration.
Across the three cities, the activation focused on neighbourhoods surrounding H&M points of sale. In total, 3,000 B1-format posters (70 x 100 cm) were deployed alongside 10 full-scale wall installations per city, using four different creatives. Visuals showcased a vast array of pieces from the collection, including bodycon dresses, mesh catsuits synonymous with the Mugler house, structured blazers and M-logo belts.
The campaign ran for two weeks and achieved significant scale, generating more than 36 million contacts across the three markets. In London, installations appeared along some of the city’s most heavily trafficked areas, including Mayfair, Soho and Marylebone. Paris placements spanned major arteries such as the Champs-Élysées, Haussmann and Saint-Lazare, while Berlin’s rollout covered high-visibility zones including Alexanderplatz, Friedrichstraße and Torstraße.
By transforming city walls, the H&M x Mugler campaign demonstrated how street marketing can drive mass awareness while remaining culturally resonant.
