H&M conducted an extensive photography and film production in connection with the Met Gala.
The purpose was to provide an exclusive behind-the-scenes look and showcase the process from design to the red carpet.

The production focused on documenting the craftsmanship behind the custom-made creations and the extensive work involved in creating unique garments for celebrities. It also captured the preparations for the prestigious gala.

The material was intended for use in H&M's own channels and on social media to strengthen the brand
and create engaging content. The campaign became a huge success online, with extensive spread on
social media worldwide. There was significant media interest in H&M's creations and the celebrities wearing them. This led to increased attention to H&M's ability to create haute couture garments.

The Met Gala confirmed its status as one of the fashion industry's most prestigious events, where only the most prominent names participate.

Art Director – Fredrik Nilsson
Photograph – Jonas Gustavsson