H&M Makes Recycling Look Pretty Badass In New Campaign

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 If you ever needed concrete proof that fashion "rules" are made to be broken, H&M just made it pretty clear.

The brand released its new "Close the Loop" campaign last week, an initiative that has the brand calling on its customers to bring their unwanted clothing to its stores to be reused or recycled.

The video features a cast of characters, including Iggy Pop, breaking various fashion "rules" (trying too hard, not trying enough and mixing prints, to name a few), closing out with a simple message: the only fashion rule you should follow is recycling your clothes.






The video closes with a note from H&M, explaining it will accept clothing brought in to one of its 3,300 stores and reuse or recycle them into new clothes.   

Among the diverse group of stars is the world's first size 22 supermodel Tess Holliday. The 30-year-old beauty, who landed the cover of People Magazine earlier this year, was a perfect choice to star in a video about rule-breaking. She is responsible for creating the #EffYourBeautyStandards hashtag, after all. 

Holliday took to Instagram to share the exciting news with her followers, calling it a "major moment." 





Looks like a bit of fall cleaning is in order.

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