WRITING THE RUNWAY

H&M is an international fashion brand offering clothing for everyday life, with a focus on accessibility and global reach.

This is a self-initiated exploration of how the brand’s written communication could feel clearer and kinder. The focus is on simplifying language and structure so both internal and external content is easier to read and understand.

A presentation slide about H&M featuring two photos: one of an outdoor H&M store sign and one of a woman with dreadlocks lying on her bed. The slide contains text explaining H&M as a global fashion company and sharing a personal introduction from Nikki, who discusses her background in art, fashion, and digital content creation, as well as her focus on clarity, warmth, and accessibility in her work.

What I Looked At

  • How long do crowded pages affect readability

  • Where tone and structure create friction for readers

  • How simpler language changes how information is received

  • How existing H&M content could be restructured for clarity.

H&M advertisement emphasizing the importance of clear communication, showing a woman with headphones looking at her phone in an airport or train station, with accompanying text about the benefits of simple and clear language.
A woman in a blue denim jacket and jeans standing in front of a wall with large red text that says 'STRATEGIC' and informational text about effective communication methods.
An informational poster explaining different communication and learning strategies, featuring a woman in jeans and a denim jacket looking at her reflection in a mirror.
Note with H&M logos on the right and a printed message on the left about communication and sharing messages.
H&M workplace teamwork brochure with before and after tags showing improvements in company culture and leadership.
A spiral notebook with a photo of three people at a store, looking at fabric samples. Text on the page explains the reasons for updating the page for easier reading and understanding.
A printed page with red text titled "LINKEDIN POST: MY WAY" and an article about Mia Regan's summer wardrobe inspired by her travels, featuring her in a collection of photographs, including one of her on a beach with a large cloth, and smaller images of her in a swimsuit and a model pose.
Woman on a beach holding a large yellow cloth with colorful pelican and flamingo illustrations, ocean waves in the background.
A promotional flyer for H&M's Repair & Rewear campaign, explaining the importance of clothing repair as a community and personal skill, emphasizing its emotional and identity significance, with the headline in bold red text and the bottom-left corner featuring a curled corner detail.
Person sewing a black garment with a label that says 'REPAIR & REWEAR' in front of a white background with text about repair industry and ways people can participate.
A chart displaying information about three groups: customers, community, and employees. Each section describes activities and benefits related to repair skills, support, and teamwork. The bottom part of the image features a red banner with white text that says "HOW IT WORKS" and black text that says "FOR EACH GROUP," along with a faint background image of glasses.
Text-based infographic with the title 'CONCEPT' and three sections labeled 'CUSTOMERS,' 'COMMUNITY,' and 'EMPLOYEES.' The 'CUSTOMERS' section describes repair as a shared store experience with activities like community repair days, repair tables, micro-skill sessions, take-home kits, and customer story walls. The 'COMMUNITY' section highlights repair as a way to bring people together through workshops, sessions, and family repair days. The 'EMPLOYEES' section discusses how repair becomes part of workplace culture with workshops, mentoring, storytelling, and team tasks. The tone for each section is described as warm, supportive, clear, and proud.
A printed sheet with a list titled "REPAIR THE RUNWAY" and includes steps for repair, sharing stories, walking the runway, and celebrating repair with rewards. Adjacent to the sheet, a close-up of a denim clothing label that reads "Life isn’t perfect but we can sew it back together."
A black-and-white photo of a woman dressed in jeans, a leather jacket, and sunglasses, walking outdoors on a city sidewalk with a building and some plants in the background. Red text overlay reads, 'Fix one item. The other clothes will get jealous.' The bottom right corner has the H&M logo.
The image shows the lower half of a person wearing black boots and frayed black jeans with red embroidered text that reads "Rips happen. We fix 'em." on the jeans. To the right, there is a white background with red and black text emphasizing the positive impact of repair on confidence, community, trust, and sustainability.
A printed page from a magazine or booklet with two columns of text about clothing repair stories, alongside two Polaroid-style photos of a young woman. One photo shows her sitting on a sofa with her hands on her lap, smiling and looking to the side; the other shows her sitting at a table, also smiling. The images are labeled with the date 10/10/2030.
Open notebook with an article titled 'A Second Life for Clothing: Maya's Story,' featuring handwritten notes and a photocopy of denim fabric with stitching on the right side.
H&M thank you message on a white background.