The famous European brand H&M presented a wonderful opportunity to create songs from the new summer collection ‘Divided’. To use the app you need firstly scan a special code on the official website of H&M, Loves Music or visit hmlovesmusic.asia from your smartphone or tablet.

"The Swedish company H&M become the first brand, which created an interactive musical experience using mobile internet. "’Fashion Mixer’ allows you to explore new summer collection through connecting musical tastes with fashion" - shared Sasha Engel, responsible for digital projects if advertising company Ogilvy&Mather.

By design, each particle from H&M Loves Music, including dresses, shirts and shoes, is a sound. Combining clothes that he likes, the user writes a unique track. As you might guess, then you can also share created compositions in various social networks, including Facebook.

The creators of the most successful tracks will compete for a set of headphones SkullCandy. H&M platform will work for 9 weeks.