29/09/2015
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.

hm.com/au

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