Kodak’s brand renaissance continues, this time with a collaborative collection with fast-fashion house H&M.
Inspired by skaterboy style, the 15-piece Kodak x H&M collection has been launched for the Autumn/Winter 2018 season.
It features the updated Kodak logo, washed out with a mustard yellow, poppy red, black and white colour scheme featuring the signature Kodak film print design. The items are available in selected H&M stores around the world as well as on HM.com.
Kodak suffered a battering as a brand when digital images overtook traditional film photography, but the brand has bounced back. In fact, Kodak x H&M collection is the second collaboration with a fast-fashion house announced in less than a month: US-based Forever 21 launched a mens and womens range as well, which you can read about here on Inside Retail Asia. That featured designs inspired by the nostalgic era of Kodak’s Nascar motor racing sponsorship.
Kodak believes collaborations drive brand awareness and advocacy with new audiences.
“Rather than be a fad or trend, we want to retain an aspirational product aimed at our core audience and those that they influence,” said Dany Atkins, chief brand officer at Kodak. “What could be better for a brand transformation than everyone wearing your logo on a t-shirt?”
The Kodak x H&M collection features yellow Kodak logo print hoodies, sweaters, and printed caps.