Closed-loop fashion

Global – Retailer H&M has released a new aspirational video with a twist.

• Close the Loop, by Swedish agency Forsman & Bodenfors, shows that there are no boundaries when it comes to personal style
• The video is a part of the brand’s wider campaign promoting vertical retail and recycling of materials

In the spirit of emerging retail trend Seasonless Style, H&M shows that when it comes to fashion there are no rules except one: recycle your clothes.

Narrated by and featuring ageless wonder Iggy Pop, the short film follows trendsetters from around the world who pay no heed to convention and do whatever feels right. Just when viewers think the message is going to be about individuality, H&M spins the premise on its head with Close the Loop, its global campaign promoting vertical integration.

‘We’re taking the idea of recycling a step further with our commitment to closing the loop – we’ll literally turn your old clothes into new garments to avoid fashion going to waste.’

The Big Picture: The Anthropocene is here. Brands need to position themselves as trusted partners in uncertain times to earn consumers’ trust. Find out more in our Whole-system Thinking macrotrend.