Forsman & Bodenfors recently launched a spot for H&M promoting sustainable fashion through recycled clothing, entitled “Close the Loop.”
Voiceover, courtesy of Iggy Pop, who also appears in the ad, encourages viewers to break unwritten rules of fashion. “Wear brown shoes after six, wear a hat indoors,” Pop begins. He goes on to encourage viewers to “mix pink and red,” “wear yellow if you’re blonde,” and even “wear socks and sandals.” The spot ends with the line, “There are no rules in fashion but one: Recycle your clothes.”
The spot is part of a sustainability initiative launched by H&M in 2013. Perhaps thanks to its iconic voice actor, it has attracted its share of attention, racking up over 6.5 million views on YouTube. In addition to the spot, H&M is also partnering with DoSomething.org for a “Close the Loop College Cup” competition at campuses across the country which runs until October 1.