Ad of the Day: H&M’s Magnetic New Anthem Spot Breaks All the Fashion Rules

Forsman & Bodenfors champions sustainable fashion

Headshot of Kristina Monllos

Over the course of H&M's new 90-second anthem spot—one of the most richly diverse ads in recent memory—a case is made for Iggy Pop as a voice actor. The singer's deep, gravelly voice elevates the ad's copy, making it feel unexpected even as the pattern emerges. 

The commercial, from ad agency Forsman & Bodenfors, is part of the Swedish fashion company's mission to get more consumers to recycle its clothing, which would cut down on the need for "virgin resources" and minimize the impact fashion has on the planet.

But selling sustainability can still look sleek and stylish—just as anyone of any gender, size, religion, etc., can look sleek and stylish in whatever style they feel most comfortable. And that's exactly what "Close the Loop" does.

And featuring influencers like blogger Pardeep Singh Bahra, emerging designer Loza Maleombho, artist Daniel Lismore and model Tess Holliday helps the viewer follow the spot as it travels around the globe.

In 2013 H&M launched its sustainability initiative, which has recycled 260 billion pounds of unwanted clothing, according to the brand.

This year, H&M partnered with to get college campuses interested in recycling with its "Close the Loop College Cup." The competition, which runs until Oct. 1, has 50 participating colleges around the U.S., with the teams who recycle the most clothing winning win a $2,000 scholarship, new laptops and other prizes.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.
Publish date: September 17, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT