Close the loop


H&M was the first fashion company to launch a global garment collection initiative. Today, you can leave your unwanted garments in any of H&M’s 3500 stores. The clothes are reused or recycled into new clothes.

This film, narrated by Iggy Pop, is a liberating message that encourages us to break all taboos in fashion, to wear whatever we want and be whoever we want. There are no rules in fashion but one: Recycle your clothes.

  • Date:
    September 2015
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  • “Close The Loop”, H&M’s eco-friendly videoVouge
  • “Forsman & Bodenfors, H&M Share Fashion Rule”AdWeek
  • “H&M’s Magnetic New Anthem Spot Breaks All the Fashion Rules”AdWeek - Ad of theDay
  • “Iggy Pop ti dice di non mettere le mutande”Rolling Stone
  • “Tess Holliday Breaks All The Rules In H&M’s Powerful New Campaign”MTV
  • “H&M and Iggy Pop Want You to Recycle Your Clothes”Highsnobiety
  • “Iggy Pop, da iguana rock a guru di moda ecologica per H&M... senza mutande”GQ Italia
  • “Women who cover their heads are usually ‘ignored’ in fashion world”Mirror
  • “H&M features its first Muslim model in a hijab as she claims women who cover their heads are usually ‘ignored’ in fashion world”Daily Mail
  • “H&M features first hijab-wearing model in new ad”Belfast Telegraph
  • “H&M features first Muslim model wearing a hijab in fashion campaign”Cosmopolitan
  • “H&M, prima modella con il velo nella campagna “Close the Loop”: “Non esistono regole nella moda, perciò ostenta, non vergognarti”Huffington Post (Italy)
  • “Muslim woman wears hijab in H&M advertising first”Mashable
  • “To finally see a hijabi (a woman who wears a hijab) in mainstream fashion is a big achievement”Elle
  • “H&M Tampilkan Model Muslim Berhijab Pertamanya”CNN Indonesia
  • “H&M lanceert eerste campagne met gesluierde moslima”De Morgen
  • “H&M unveil new campaign featuring model wearing hijab”Australian Women’s Weekly
  • “Pierwsza modelka w hid?abie promuje H&M. I pokazuje inne oblicze islamu”Na:Temat
  • “H&M’s hijab-clad Muslim model hailed as an inspiration”The Times of Israel
  • “How the hijab – and H&M – are reshaping mainstream British culture”The Guardian


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