This Promotional Video Features Unconventional Models
Katherine Pendrill — September 10, 2015 — Marketing
H&M's latest video campaign uses unconventional models to celebrate its diverse customer base. In recent years, many brands have looked for models that defy conventional beauty standards. These innovative campaigns demonstrate that a brand is receptive to the needs of the average consumer.
The new video is designed to promote H&M's 'Close the Loop' campaign, which encourages customers to recycle their old clothes. The underlying message is that consumers should break conventional fashion rules and the film reinforces this notion by using unconventional models. The video features a number of prominent celebrities, including body positive model Tess Holliday, singer Iggy Pop and a model with unshaven underarms. These models not only defy conventional beauty standards but also break rigid fashion rules.
The video demonstrates that fashion is for everyone and that there are no rules when it comes to embracing personal style.
The new video is designed to promote H&M's 'Close the Loop' campaign, which encourages customers to recycle their old clothes. The underlying message is that consumers should break conventional fashion rules and the film reinforces this notion by using unconventional models. The video features a number of prominent celebrities, including body positive model Tess Holliday, singer Iggy Pop and a model with unshaven underarms. These models not only defy conventional beauty standards but also break rigid fashion rules.
The video demonstrates that fashion is for everyone and that there are no rules when it comes to embracing personal style.
Trend Themes
1. Unconventional Fashion Campaigns - Many fashion brands are promoting their diverse customer base by using unconventional models in their campaigns, creating opportunities for disruptive innovation in modeling and fashion marketing techniques.
2. Body Positivity in Fashion - The use of models who defy conventional beauty standards promotes body positivity and inclusivity, creating opportunities for disruptive innovation in fashion designs and clothing lines.
3. Sustainable Fashion Campaigns - Fashion brands are promoting sustainable fashion by encouraging customers to recycle their old clothes, creating opportunities for disruptive innovation in eco-friendly clothing designs and manufacturing processes.
Industry Implications
1. Fashion Industry - The fashion industry can explore opportunities for disruptive innovation in modeling, marketing, fashion designs, and sustainable clothing production processes.
2. Marketing Industry - Innovative marketing techniques that promote inclusivity and sustainability can be created, allowing marketing firms to explore new ways of communicating with customers.
3. Environmental Industry - Promoting the use of sustainable clothing production processes can create opportunities for disruptive innovation in eco-friendly technologies and manufacturing methods.
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