ABSTRACT
‘Cinematic Intertexts: h&m Goes YouTube’ studies the designer collaborations of h&m, with a focus on the campaigns launched at the beginning of social media’s ubiquity. The campaigns as such combine high culture and popular culture, and span from exclusive consumerism to equal opportunities for all, with the Lanvin collaboration as an early example of ‘friendvertising’. I will also discuss how h&m uses YouTube as an archive.
