![]() ![]() Unless the core raison d’être of H&M and their fast fashion brethren evolves to be something other than trendy, disposable garments, any sustainability effort is nothing more than a thin veil of tree hugging to disguise their true nature. None of that changes with the money H&M is plowing into their green campaigns and research into sustainable solutions to textile waste. The same can be said of Zara, Forever 21, and other companies selling what John Oliver brilliantly referred to as “suspiciously cheap clothing.” The business model - massive quantities, quick turnarounds, low prices - requires cheap, unethical labor and results in poor quality. H&M’s sustainability efforts are somewhat ironic considering their business model is not just unsustainable at present: it’s wasteful by design. ![]() The aim of this campaign, and their recycling program in general, is not to work towards a solution to the incredible wastefulness of the clothing industry but to give customers a way to feel morally righteous about buying more than what they need and treating clothing as disposable. Don’t forget that H&M is a clothing retailer. The message of this ad? Encouraging us to drop off old clothing to be recycled in exchange for a 15% off H&M coupon. ![]() Nods to millennial values such as acceptance of gender fluidity, experiences over things, and an embrace of racial and cultural diversity complete the picture. The montage of young people in the super fun (yet clothing-ruining) chaos of everyday life is shot in the shallow focus, desaturated style of a heavily filtered Instagram post. One commercial is narrated by a raspy-voiced woman giving a breathless, poetic list of the types of unwanted clothing they accept. For the last few years, H&M has publicized their clothing recycling program with their edgy “Bring It” campaign. ![]()
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