In celebration of World Recycle Week and Earth Day this year, H&M set up a dynamic installation in its flagship Oxford Circus store. Inside the installation, there are 24 floor tiles that consumers can step on in order to power the lights in the store's interactive outdoor window display and interior runway space. All of the materials that are used in the space are recycled.
This eco-friendly fashion installation is meant to bring awareness to the brand's ongoing Garment Collecting Initiative, which hopes to see consumers donate 1,000 tonnes of unwanted clothing pieces that will be sold in secondhand stores or transformed into brand new garments.
In addition to this dynamic store display, H&M recently released a video with the outspoken musical artist M.I.A. also in support of World Recycle Week.