As the climate change crisis becomes more prevalent every day, many companies have made strides to cut their sustainably unconsciousness with eco-friendly alternatives. An example of this is found in H&M’s new line called the “Conscious Collection”. This collection consists of clothes that are made out of 50% or more of recycled materials including plastic water bottles. To emphasize and create some traction with this new campaign, they decided to make an ad that promotes the functionality and wearability of the line. The slogan, “Don’t let fashion go to waste”, implies a commonplace of up-cycling clothes, reducing, reusing, and recycling. This commonplace highlights sustainability and emphasizes the upbeat parts of up-cycling and repurposing clothes.

This ad is persuasive because of its attention to detail with the tones and colors in the video. Having a set color theme keeps the audience engaged and focused. With this, the video melds together and displays the clothes in a clean, effortless, and fashionable way. When an audience sees this, they think that they can also become fashionable when shopping from this line. People automatically link “fashionable” and “cool” together which creates an ideology of attaining a good style. This video does a good job of showing the brighter side of fighting climate issues instead of emphasizing the negative parts of climate change issues.

When companies display new ideas in a positive light, like this H&M ad, it can reach a more fulfilled audience that will want to engage with their products. Knowing how to properly appeal to your target audience can be difficult, but knowing how to engage and come up with a new perspective can allow for a very successful brand. The sustainable route that H&M is taking can bring to people’s attention that up-cycling does matter and that something as simple as building a closet of sustainable pieces is one step in the right direction to change the world around us.