H&M conscious ad

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CONSCIOUS

ENGL 266 PROF. AUGUSTE HYEWON JEONG

CONTENTS ABOUT SUSTAINABILITY STRATEGY H&M CONSCIOUS CONCEPT CUSTOMER PROFILE COMPETITORS ANNOTATIONS INSPIRATION & AUDIENCE MOOD BOARD SHOT INSPO MAKE UP & LOOK ADS MOCK UP TALENT REFERENCES

ABOUT - A Swedish multinational clothing-retail company - Offers fashion and quality at the best price for men, women, teenagers and children - Founded in 1947 and operated in 62 countries with over 4,400 stores and as of 2018 - Significant on-line presence

SUSTAINABILITY STRATEGY We offer fashion and design at an outstanding value — but not at any price. We consider the needs of present and future generations, and our entire business must be conducted in a way that is economically, socially and environmentally sustainable for our future growth.

Ambitious goals for a sustainable fashion future · · ·

By 2020, H&M group aims to source 100% sustainable cotton By 2030, H&M group aims for 100% recycled or other sustainably sourced materials By 2040, H&M group aims to have a climate positive value chain

“We want to use our size and scale to lead the change towards fully circular and truly sustainable fashion.”

Anna Gedda, Head of Sustainability VISION AND STRATEGY - Making sure our customers wear our products with pride, and staying conscious of all our actions RECYCLE YOUR CLOTHES - Clothes and discarded textiles end up in landfills - Recycling is one of many ways towards sustainable future - In 2017, collected more than 17,771 tonnes of textiles — the equivalent of 89 million T-shirts LONG-TERM GOALS - Investing in innovative new technological solutions to be able to reuse and recycle all textile fibres

*Partnership with HKRITA (The Hong Kong Research Institute of Textiles and Apparel) to develop technologies to recycle clothes made from textile blends into new clothes *Supports companies such as re:newcell, Worn Again and Treetotextile

- The surplus is donated to H&M Foundation and split between social projects and recycling projects

H&M CONSCIOUS - Exclusive capsule collection made from organic and recycled materials - Every spring for the past five years

CONCEPT Promoting h&m’s conscious collection as well as informing its sustainable practices (recycling) that contribute to the circular system in the fashion industry.

Global Fashion Agenda 2020 Commitment

By June 2018, the 2020 Circular Fashion System Commitment (2020 Commitment) had been signed by 94 companies, representing

12.5% of the global fashion market

The State of Fashion 2019 From The Busines of Fashion + McKinsey & Company

CUSTOMER PROFILE

Ellen Smith - Interior Designer - Boston, MA

COMPETITORS

ANNOTATIONS Reformation

thredUP

EVERLANE 1 Samuel 17:26 2 Corinthinans 1:12

John 6:12-13 Isaiah 61:4

Philippians 2:2-4 Numers 1-4:49

goodwill FASHION REVOLUTION

Patagonia John 1:3-5 Isaiah 1:17 Matthew 6:19-20 Leviticus 25:35

Susanna 42 Psalm 51:4

INSPIRATION & AUDIENCE

- Gospels and Parables - Spread the goodwill of H&M’s sustainability efforts - Mark 16:15, Matthew 28:19-20, Acts 2:38, Acts 3:42, Matthew 13:7-8, 2 Corinthians 5:17

MOOD BOARD

SHOT INSPO

MAKE UP & LOOK

CONSCIOUS

ADS

Create New from Old #Re-birth

# Re-birth

CONSCIOUS

CONSICOUS

Create New from Old #Re-birth

Create New from Old #Re-birth

MOCK UP

Create New from Old #Re-birth

Creative Direction Hyewon Jeong

Photography

TALENT

Veronica Germano

Model

Nayelin Delgadillo

REFERENCES

https://about.hm.com/en/brands/hm.html https://en.wikipedia.org/wiki/H%26M https://0-advance.lexis.com.library.scad.edu/document/?pdmfid=1516831&crid=0be3a97b-69a0-4e7f-b77f-9 c3a2e774726&pddocfullpath=%2Fshared%2Fdocument%2Fcompany-financial%2Furn%3AcontentItem%3A5PYD-RRX0-CT3S-R3TJ-00000-00&pddocid=urn%3AcontentItem%3A5PYD-RRX0-CT3S-R3TJ-00000-00&pdcontentcomponentid=345230&pdteaserkey=sr3&pditab=allpods&ecomp=3fyk&earg=sr3&prid=ccdf6254-3b4e-415ca0ae-3b1829bb7542 https://www2.hm.com/en_ca/life/culture/inside-h-m/everything-you-need-to-know-about-conscious-exclusive.html https://about.hm.com/en/media/news/general-news-2018/h-m-conscious-exclusive-continues-to-show-proof-of-sustainable-f.html https://about.hm.com/en/sustainability/vision-and-strategy/sustainability-strategy.html https://about.hm.com/en/sustainability/get-involved/recycle-your-clothes.html https://about.hm.com/en/sustainability/vision-and-strategy/sustainability-strategy.html https://www.globalfashionagenda.com/commitment/# https://www.zara.com/us/en/sustainability-l1449.html https://www.uniqlo.com/en/sustainability/product/ https://www.gapincsustainability.com/ http://www.goodwill.org/about-us/ https://www.patagonia.com/company-info.html https://www.thereformation.com/pages/2018-year-in-review https://www.thereformation.com/pages/sustainable-practices https://www.globalfashionagenda.com/commitment/# https://www.businessoffashion.com/articles/intelligence/the-state-of-fashion-2019

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