Close the Loop

ADV, Fashion, inspirations

Close the Loop

There are no rules in fashion. H&M launched its new “social campaign”.

September 2015


H&M launched “Close the Loop” an inspiring video emphasizing the fashion anarchy.


The spot, by agency Forsman & Bodenfors, narrated by icon Iggy Pop and starred by Iggy himself (an old shirtless man), the artist Daniel Lismore, the american plus-size model Tess Holliday and a model with unshaved underarms.


Iggy Pop, Daniel Lismore, Tess Holliday and a model with unshaved underarms.


There are no rules in fashion but one …to recycle your clothes!
The brand is encouraging you to break every fashion rule you’ve as long as all unwanted clothes do not go to waste.


Nothing new but the main concept and its inspiring visions are really cool.
Less cool is the connection with the social campaign “Sustainable fashion through recycled clothes”. Two nice stories confusedly mixed together on a mission to create more sustainable market from a giant fast-fashion brand. It is second only to Inditex, owner of Zara, as the world’s largest clothing retailer. 


Full marks for ambition. But do I buy H&M as an ethical paragon? Not really. They are still clinging to too many parts of the fast-fashion supply chain to bring anything revolutionary. But I’m enjoying their new attitude and I remain open to persuasion.



It’s a new era in fashion – there are no rules.
It’s all about the individual and personal style,
wearing high-end, low-end, classic labels,
and up-and-coming designers all together.
Alexander McQueen



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8 Comments Leave a reply

  1. WonderEfkan
    Permalink to comment#

    I love this video!

    Permalink to comment#


  3. ZHOU
    Permalink to comment#

    This advertising is completely fake but brilliant

  4. Giuli
    Permalink to comment#

    I love this article and this blog too. Keep going. Such an inspiration.

  5. 智慧
    Permalink to comment#

    Wow,nice works!i like it!好棒的作品!加油加油!
    Bye Paolo!

    • Paolo Serafini
      Permalink to comment#

      亲爱的 智慧 ,
      Thanks a lot… hope to see you soon!!!

  6. Williamdime
    Permalink to comment#

    Hey, thanks for the forum topic.Thanks Again. Really Great. Heyes


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