There are no rules in fashion. H&M launched its new “social campaign”.
H&M launched an inspiring video emphasizing the fashion anarchy.
Narrated by icon Iggy Pop and starred by Iggy himself, the american plus-size model Tess Holliday, the artist Daniel Lismore, a model with unshaved underarms and even an older shirtless man.
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.Tag:ADV Campaign, fashion, fw2015, H&M