It ran during World Recycle Week to encourage shoppers to donate unwanted clothes. In return, they were rewarded with a voucher to use on goods in-store.
The ad itself is dope: everything from the visuals to the beat, lyrics, choreography and timing is cool and cutting edge and it really grabs your attention. There’s so many layers to the visuals, for example the circular movements in the choreography to reflect the cyclical nature and lifespan of reusable goods.
However, many viewers of the ad were quick to point out the hypocrisy of the campaign, namely the way H&M is a clothing outlet that is the epitome of fast-fashion; the clothing items produced aren’t made to last or have a long shelf life, and consumers are constantly encouraged to keep up with the latest fashion trends. One could argue that H&M is therefore contributing to the waste issue on a very large scale. It definitely does seem like a bit of an oversight from a PR/Marketing standpoint.
It makes you question why exactly H&M would run such a campaign that would leave them open to all sorts of obvious criticism?