H&M's latest video campaign uses unconventional models to celebrate its diverse customer base. In recent years, many brands have looked for models that defy conventional beauty standards. These innovative campaigns demonstrate that a brand is receptive to the needs of the average consumer.
The new video is designed to promote H&M's 'Close the Loop' campaign, which encourages customers to recycle their old clothes. The underlying message is that consumers should break conventional fashion rules and the film reinforces this notion by using unconventional models. The video features a number of prominent celebrities, including body positive model Tess Holliday, singer Iggy Pop and a model with unshaven underarms. These models not only defy conventional beauty standards but also break rigid fashion rules.
The video demonstrates that fashion is for everyone and that there are no rules when it comes to embracing personal style.
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