The 'Close the loop' spot invites consumers, whoever they are, whatever their gender, their age or their culture, to recycle their clothes. Through this spot, H&M acknowledges and recognises that each human being is singular and unique. The only rule in this expression of singularity is to respect one common rule: recycle one's clothes. 'Recycle your clothes' becomes a group injunction, an invitation to take part of a collective action for the sake of our common world despite our own singularities and personalities.
Through this communication, H&M is taking the brand a step further: it becomes a brand committed in the protection of the environment, such as Levis, for example. Levi's has been spearheading the drive to make denim production more water efficient. As a matter of fact, the whole fashion industry is starting to commit in this cause. Last April, the Rainforest Action Network launched a new campaign, Out of Fashion, calling on 15 well-known brands to commit to making changes in their supply chain that would ameliorate forest loss.
Meanwhile, a number of fashion and luxury brands have started to take steps in the right direction. On the denim front, Pharrell Williams has partnered G-Star to create a range made from yarn spun out of cotton and shredded plastic sieved from ocean trash. Kering's CEO, François-Henri Pinault, instituted sourcing and waste-reduction reforms company wide and established the Material Innovation Lab, which develops sustainable-or at least more sustainable-luxury-grade textiles.
The fashion industry is implementing worldwide environmentally friendly initiatives, we consumers just have to follow!
