H&M is rallying up its conscious consumers with a call for donations of used clothes - all in the name of sustainability.
Criticized previously for promoting H&M World Recycle Week during Fashion Revolution’s Who Made My Clothes? campaign in April 2016, this January, one of the world’s most successful fast fashion retailers is pre-emptively pushing its ethical image via their latest campaign, “Bring It”.
Created in 2013, H&M’s Garment Collecting initiative has gained some serious traction. With a growing global concern over the number of landfills filled with unloved garments, this recycling campaign is taking direction action against pollution worldwide. Since 2013, H&M has collected over 40,000 tonnes of garments.
The brand seems to be committed for the long-term to recycling garments, as well as, textile fibers, and upcycling by launching its first Close the Loop collection online and in-store.
With the rising popularity of DIY and buying second-hand, the idea of passing on clothing has become a mainstay. The success of apps like Depop, Vinted and Poshmark that connect you to people looking for preloved garments proves this isn’t just a fleeting trend.
H&M’s new film directed by Chrystal Moselle, will kick off the Garment Collecting campaign and short-film, “Bring It”, debuting globally on January 26th at hm.com. The film takes a look at unwanted garments and the journey they undergo after they have been collected in store.
The campaign is dropping Wednesday, January 26th , 2017 - get ready to bring it with H&M and the join the global movement!
All around cool girl obsessed with everything fashion, viral, social media & PR.
