Let’s face it, there are many fashion rules we break each day. For example, how many of us wear white post Labor Day? Or mixing and matching prints a la style star Solange Knowles or Vogue Japan editor Anna Dello Russo. As trends constantly evolve and change, there is one thing we can be sure of when it comes to fashion—rules should be broken. That’s something that H&M does a good job in delivering.
For its latest campaign video, titled “Close the Loop,” the Swedish retailer collaborated with creative agency Forsman & Bodenfors (the geniuses behind the viral sensation, Epic Split for Volvo that featured a gravity defying Jean Claude Van Damme) to expunge fashion rules. The 90-second film showcases a host of people from diverse backgrounds, cultures, and countries including plus model Tess Holiday, designers Coco & Breezy, a hijab-wearing model, blogger Singh Street Style, and Iggy Pop all breaking fashion taboos.
The film aligns with H&M’s “sustainable closed loop” program that calls for customers to bring their unwanted clothing to its stores to be reused or recycled. This also advertises the brand’s collection of recycled materials for the whole family. From watching the video, the viewer learns that by recycling a single t-shirt, they can save on 2,100 liters of water. It’s a film that packs a lot of punch and detail and commands viewers to take notice of the brand’s recycling program. To date, it’s been viewed over 5 million times.
What’s even more striking are the people in the video. H&M is striving to break fashion’s other rule: diversity (or the lack thereof in campaigns of this magnitude), by casting a group of influencers across various walks of life. It’s a refreshing and welcomed concept considering how inclusive global fashion is becoming.
Let’s hope more mass retailers can follow in suit. Watch the full campaign video below!
Click here to view the embedded video.
Images and video via H&M
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