This week H&M released their latest campaign, a film entitled ‘Close the Loop’ which aims to highlight the importance of recycling your clothes. The project is in line with their values as an environmentally conscious brand, and as part of their global Garment Collecting initiative. While the campaign is raising crucial eco issues within the world of fashion, the cast featured in the project can’t be ignored as just as impactful. In an industry continually failing to deliver in diversity, the variety of real people featured in the short ad is more than simply a breath of fresh air.
Cast from a variety of ages, races, religions and sizes are all shown in recycled clothing. Instead of music, the film uses a voiceover to disregard everything from fashion ‘faux-pas’, to clear criticisms of the industry, with the final shot simply stating “There are no rules in fashion but one: Recycle your clothes”. The message is clear but the implication is crucial: it’s time things changed. H&M have combined a wealth of industry stereotypes to highlight how much is wrong, and anti-stereotype casting to prove how much is lacking. Of course the importance of the films message is vital: the severity of eco issues within the fashion market is undeniable, but the inclusion of such a diverse cast is just as much of an important statement. The question is if this should really be the case today.
Despite it only just being showcased to the public, ‘Close the Loop’ has already been praised as a celebration of what the fashion industry should look like. The inclusion of faces such as model Maria Hidrissi has the industry abuzz with praise. As the first model in a hijab that the brand has ever used, Hidrissi has already been dubbed by bloggers as an icon for Muslim women in the fashion industry. The ad is everything the rest of the high street isn’t, but why is that? In 2015 we are lucky enough to live in a world where regardless of where you are, you are surrounded by people from every walk of life, so surely that should be something that is reflected in the brands we spend our money with. These high street brands are repeatedly showcased as being for the normal, regular person. Fashion is a matter of individuality, taste and creativity. Shouldn‘t this ability to manipulate fashion and demonstrate versatility be celebrated and emphasised? The fact that a Sikh man in a turban, a Muslim woman in a hijab, or any of the other real people used in the advert should make headlines speaks volumes itself.
Okay, so not every brand is willing to be a reflection of the world around them as it actually is, but one thing is for certain, racial and religious diversity in this time should not be mutually exclusive with attractiveness. Most brands have a diverse consumer market, and each of them deserve to be showcased. If nothing else, H&M are raising questions about what is considered normal in fashion marketing, finally we’re seeing the people we are in the clothes we are buying. It shouldn’t have to be celebrated, but it is a welcome change, and we certainly hope it’s a sign of things to come.
Images: H&M