Operative Project Manager, Digital: Erik Hagström, H&M Inhouse
Director Of Photography
Digital: Helena Wård
Film: Magnus Kennhed, Alexander Blidner
H&M was the first fashion company to launch a global garment collection initiative. Today, you can leave your unwanted garments in any of H&M’s 3500 stores. The clothes are reused or recycled into new clothes.
This film, narrated by Iggy Pop, is a liberating message that encourages us to break all taboos in fashion, to wear whatever we want and be whoever we want. Through what we wear, we can tell a lot about ourselves. Our personality, our values, our origin, our social class, our religion. But there is one issue that unites people, above all differences – our mutual wish to save the planet.
This film encourages us to break all the rules in fashion as long as we remember one thing: Recycle our clothes.