‘The White Lotus’ H&M collab demonstrates evolution of ‘tie-ins’

H&M has unveiled its 'The White Lotus' collaboration, tapping into the escapist aesthetic. But are brand ‘tie-ins’ still relevant?

H&M is embracing the cultural phenomenon of HBO's 'The White Lotus' with an exclusive collection that coincides with the new season. The collection, created in collaboration with the show’s costume designer Alex Bovaird, brings the tropical allure, adventure, and high-end resort aesthetic of the series into the world of fast fashion.

The campaign takes cues from one of the most essential, if chaotic parts of any vacation: the airport. Styled with chic silver airport seating and security liquid bags, the campaign’s visuals tap into the travel experience in a way that feels both aspirational and ironic.

This latest collaboration is a testament to how brands are increasingly leveraging pop culture moments for commercial success. 

H&M has a history of tapping into zeitgeist-driven partnerships, having previously worked on collections inspired by 'Stranger Things', 'Coachella', and even a 'Love Island'-themed drop.

Our take

With 'The White Lotus' now synonymous with aspirational travel and intrigue, H&M’s move to align itself with the show is both timely and strategically savvy.

The show deserves its ever-growing popularity. Its characters are well drawn, and the writers often balance their flaws with subtly redeemable traits or complex motivations. Like ‘The Crown’, the series also has a thoughtful lack of agenda, with conflicting political or cultural viewpoints equally ‘strong-manned’ in the dialogue.

While the show’s writing is sharp and doesn’t shy away from weighty themes, there’s also a playful absurdity and omnipresent glamour underscoring the drama, making it ripe for a brand tie-in.

The show's themes of luxury, mystery, and jet-setting escapism would work well beyond digital storytelling, perhaps via an immersive pop-up activation. Transport hubs and international airports would certainly elevate the concept.

While H&M tie-ins are alive and well, ‘the tie-in’ in general seems to have moved on from the era of 2023/24 when ‘Insert Brand x Insert Tenuously-related Brand’ made for some novel, if unsustainable projects in terms of longevity. Percival and Adidas were notable champions of this scene.

A tie-in, in the modern era, is about carefully curating a tasteful ensemble of goods that build on the franchise in general. It should therefore be done in close partnership with leaders from the collaborator in question.

A tie-in needn’t feel tenuous, then. And creatives could do worse than turn to H&M for inspiration.