H&M promotes sustainable fashion in light of the fast fashion environmental crisis.
The spot features a trio of models (including Vogue cover star Adwoa Aboah, who recently made an appearance in Zalando’s "Free to be" campaign) modelling oversized fall favourites, each of which has been made from at least 50% recycled PET bottles or other materials that have less impact on the environment. The voiceover rhymes off a series of eco-savvy commands such as "if it’s been dumped, pick it up" as the models walk and dance their way through the idyllic British autumn.
This comes as part of H&M’s plans to only used sustainably sourced materials by 2030. The work was written by Agnes Uggala and Anna Qvennerstedt, art directed by Karin Frisell and directed by Gustav Johansson through New Land.