Forsman & Bodenfors Breaks All the Fashion Rules with Iggy Pop & H&M

H&M breaks all the fashion rules in this powerful new campaign from Forsman & Bodenfors.

The film, narrated by Iggy Pop, carries a liberating message that encourages us to break all taboos in fashion, to wear whatever we want and be whoever we want – because there are no rules in fashion but one: Recycle your clothes.

H&M was the first fashion company to launch a global garment collection initiative, driven by the idea that fashion should both look good and do good. The mission now is to create a closed loop in fashion. The idea behind closing the loop is very simple – why should any fashion go to waste when it can be collected, re-used or turned into something new?

This film emphasizes that ambition with a new approach to fashion: you should choose your own style and expression, while at the same time take responsibility for the environment.

With a little help from the icon Iggy Pop, alongside a very long list of additional influencers such as: Supermodels Tess Holliday and Elliot Sailors, Fashion Blogger Pardeep Singh Bahra, emerging Designer Loza Maléombho, Artist Daniel Lismore, Vogue Writer Karley ”Slutever” Sciortino, Boxer Naozumi Tsuchiyama, Eyewear Designer Duo Coco&Breezy, Stylists Joe Kazuaki from TokyoDandy and Yuya Nara, Costume Designer Roberta Haze, Hijabista Mariah Iidrissi and Japans first Kimono Stylist Nobuko Okubo – the film clearly shows that there are no rules in fashion but one: recycle your clothes.