The fashion industry is one of the most polluting and water-intensive industries in the world. To make matters worse, tonnes of clothes produced from the planet's precious resources are simply being thrown away. While we love fashion, this needs to change. Our objective is to build H&M as a leading retail brand within circular fashion and to change customer behaviour. That's why we're supporting innovations that can make use of what's already been produced. Like Looop. With this campaign we made an inaccessible technology available for our customers. Anyone could stop by to see the recycling process or turn their garments into new ones. With the thesis "seeing is believing" our hope was for Looop to inspire others to remake and recycle.

With this campaign, the aim was not to sell any products. Instead, we called for a behaviour change: both among our customers and the entire fashion industry. Highlighting the hero of our campaign, we put Looop front and centre to shift our customers' definition of a "new" garment. The campaign film, directed by award-winning director Johan Söderberg, is fully focused on the innovation's technical aspects — both visually and audibly. The viewer gets to witness an unwanted garment's journey from old to new as a pair of purple, tattered socks are fed into the machine, shredded, spun into yarn, and lastly knitted into a brand-new purple sweater. It's fashion history in the making.

Our ambition is to become fully circular and climate positive. To reach this goal we must innovate materials and processes while inspiring customers to keep their garments in use for as long as possible. LOOOP uses a technique that dissembles and assembles old garments into new ones. The garments are cleaned, shredded into fibres and spun into new yarn which is then knitted into new fashion finds.

H&M wants to lead the change towards a sustainable fashion industry. In 2013 we became the first fashion retailer with a global garment collecting program. Now, we are taking the next step with our garment-to-garment recycling system LOOOP. We are constantly exploring new technology and innovations to help transform the fashion industry. All proceeds from LOOOP go to projects related to research on materials. By 2030 we aim for all our materials to be either

The campaign was divided into two phases. As the launch of Looop was a world first, we let the innovation itself stay in focus during phase one, with a campaign film revolving around the innovation's technical aspects. Phase two was about spreading our campaign message — to treat clothes as a resource, not waste — on a global scale. Icon Jane Goodall, American artist SZA, climate justice activist Vic Barrett and model Andreea Diaconu were invited to join the recycling revolution on Twitter, via Looop's own Twitter account. They shared personal memories about garments about to be loooped into something else to create new memories in.

Despite revolving around an innovation in one single store, the campaign sparked a global conversation. 501 articles in 55 markets were written about Looop with a 98% positive tone of voice. The campaign resulted in 852 social media posts globally with +15 million in combined reach. There were highly positive comments from H&M's customers with a great desire to recycle. As of early December, Looop was fully booked until March 2021. The customers who wish to turn old garments into new pieces are dominated by H&M Members. Thus, we succeeded in the effort to engage our customers in acting towards a circular fashion future.