H&M Circular Fashion (Capstone – Placeholder Only)
TAGLINE:
Time to Change
RATIONALE:
H&M is a known fashion brand but has become infamous because of their contribution to fast fashion. This uncomfortable truth is something that the company needs to change and address, which was why they launched Circular Fashion as a part of their sustainability plan. In the Time to Change campaign, we want to show consumers that H&M is committing to circular fashion but the styles and trends will still be the same. The campaign is announcing that they are changing, but in the execution the play of words “time to change” is portrayed by models who keep on changing their outfits, but the outfits they have are made from sustainable fabrics.