H&M is hailed for its work towards promoting sustainable fashion, and earlier this month the Swedish brand gave us yet another reason to love them.
In an attempt to increase diversity in the fashion industry, the brand released a new campaign dubbed “Close the Loop”, featuring 69 models of all shapes, sizes and backgrounds.
The first Sikh model Pardeep Singh Bahra (menswear blogger of Singh Street Style), Muslim model Maria Idrissi, plus-size model Tess Holliday, a transgender model and an amputee all act as part of the campaign. If that’s not diversity, we don’t know what is.
Blogger Muslim Girl Maria Idrissi previously told Instyle that modelling in her headscarf for such a huge high street brand “awakened the people” and “made others look at a Muslim woman without fear but with a healthy curiosity”.
Now, in an interview with Fusion, the 23-year-old has added: “It always feels like women who wear hijab are ignored when it comes to fashion.. so it’s amazing that a brand that is big has recognised the way we wear hijab.”
“It might be because hijab fashion has boomed in the last few years and so to finally see a hijabi (a woman who wears a hijab) in mainstream fashion is a big achievement.”
She went on to mention how respectful the crew on set of the H&M campaign were: “If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet. One of the watches was dangling in the wrong way, and rather than just twisting it on my wrist, the cameraman asked a woman to come over. It just showed that little bit of respect.”
As for the video as a whole, each model is seen flouting all the fashion rules in favour of their own uniqueness. From “wear a short skirt if you’re a man”, to “show your panty-line” and “wear socks and sandals”, the overall message underlining the campaign is that: “There are no rules in fashion but one: recycle your clothes.”
And you’re probably wondering what the thinking behind the campaign name was. The idea is actually hooked on closing the loop between old and new textiles, whereby the brand encourages customers to bring old fabrics into the store to be recycled as part of their Garment Collecting Initiative.
In exchange, the brand is even offering a £5 voucher to spend in store on whatever tickles your fancy. That’ll be just about everything then..