Also advocates for recycling clothing.

Words by

Naomi Hatton

H&M has added to its global status with the introduction of an impressive new video for its latest campaign. 

In a bid to combat the brand's reputation as a waste-producing giant, the Close The Loop campaign advocates the importance of recycling your clothing. It even goes so far as to dub it the only rule of fashion. 

BIG call. Especially coming from H&M, a brand that consistently cops flack for its unsustainable fast-fashion model. 

The campaign also sees the brand taking yet another progressive approach, featuring a myriad of diverse individuals. The cast of the new campaign includes a curvy model, an amputee model, transgender model and one model seeming to get the most attention - muslim stunner Mariah Idrissi, wearing a hijab. 

H&M is now keeping up with the likes of DKNY, Tommy Hilfiger and Mango in satisfying a diverse range of consumer needs, which includes the hijab. 

The ad makes for compelling and inclusive viewing, all the while taking a much needed step in the sustainable direction.

Watch the campaign video here.


Leave a comment


Lines between empowering and overly-sexualised are being blurred.
Could this be bigger than their Alexander Wang collab?
It's hot, in every sense of the word.
Because festival attire is super original...
This is the only time 'juxtaposition' can be used more than once.
A natural though surprising choice.
A dampened Ward fronts Prada Spring 2015.
Representing the iconic Australian beach culture, SABO Skirt and It's Now Cool know how to do hot weather
The fierce rapper dresses 'so fancy' for Forever 21's Christmas special
Another reason for another Nike addition to the wardrobe
H&M and Alexander Wang's sporty collab will have you loving sports luxe even more
The label has unveiled its second campaign for Fall featuring a new breed of cool kids.
Saving the world, one Canadian tux at a time.
After Rihanna yesterday graced NYFW in a two-piece grey Alexander Wang x H&M ensemble, Vogue Netherlands has released more...
Band of Outsiders are in with their latest campaign
Ali Michael and Marcel Castenmiller play house in Urban Outfitters' latest campaign.
sass & bide once again prove they are ahead of the game.
London retailer River Island has dropped a series of sophisticated snaps for its FW14 campaign.
We all look better with a filter so perhaps that explains Proenza Schouler’s Fall 2014 campaign.