Aside from traditional fashion advertisements, I feel like it would be beneficial to look at a sustainable fashion campaign. This will give me an insight into how I could potentially approach the advertisements for my brand. The most current advertisement I’ve seen for organic clothing is from the high street retailer H&M. Hennes & Mauritz AB (H&M) is a Swedish multinational clothing retail company known for its fast-fashion clothing for the fashion-conscious consumer. As you walk down the high street you often see H&M positioned on large scale billboards.
The Conscious Collection is part of H&M’s work towards a more sustainable future in fashion. The entire clothing collection is made from materials like organic cotton, recycled polyester and lyocell. Alongside the sustainable campaign H&M have launched a clothing recycle scheme. Customers can bring any unwanted garments from any label to selected stores and in return they will receive a H&M voucher. H&M also has a Conscious Exclusive collection which features more high-end sustainable clothing. H&M’s Conscious Exclusive collection 2018 pays homage to the Arts and Crafts movement in Sweden and features the new sustainable materials recycled silver and Econyl, a 100% fully regenerated fibre from fishnets and other various nylon waste. The Conscious Exclusive collection launched in selected H&M stores located around the world, as well as online on 19 April 2018. An advertisement for H&M’S organic campaigns can is shown below.
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| H&M Conscious Collection (Source: H&M, 2013) |
The advertisement above has been collected from H&M’s own Conscious Collection. This particular advert sets a theme of nature throughout the image. This idea of a theme setting is something I may want to explore as I move forward. H&M often display the retail price / description of the clothing item they are showing in the advertisement, this is an interesting idea as it plays with the layout of catalogue fashion. Positioning has been thought about in this advertisement. Each graphic object flows and contrast very well against the vibrant background. Aside from the background referring to sustainability it also relates to the trend of floral patterns that is then reflected on the garment being shown.
This post has introduced a different side of advertising. Background imagery can often be used to describe what is happening within an image. Because of the clean aesthetic I’m trying to achieve with my brand, I am unsure whether using a themed background would work well. I may take away the idea of the retail price / description being displayed on the image. This may be useful as many people look at sustainable fashion and assume it will be expensive, yet with my collection this is not the case. I will move on to look at how advertisements are used in the environment, this will involve me looking at specific billboards and posters and how they capture the consumers.
References
H&M, (2013), H&M Conscious Collection, [Photograph]. Retrieved from http://www2.hm.com/en_gb/index.html
