It takes less than one second for an employer to judge your ability based on your appearance. So we’re launching the ONE/SECOND/SUIT. Free 24 hours suit hire for your job interview. It’s a first impression that’s ready to wear.

H&M have successfully piloted the ONE/SECOND/SUIT initiative in the UK and it will follow in the US, aiming to improve young men’s chances to progress.

Any individual that has a job interview can get a free 24-hour loan of a special suit – ‘ONE/SECOND/SUIT’ - to help them win that job.

With the media predicting a looming global recession and unemployment rates rising – with younger people in particular facing the worst prospects in decades. H&M wanted to help open more doors for individuals and boost confidence in a job interview.

Research reveals, it takes an employer less than one second to judge your competency on your appearance. This new initiative – ‘ONE/SECOND/SUIT’ – will tackle this bias by ensuring the potential inside isn’t overlooked because of what’s on the outside. A 24-hour free suit rental from any individual attending a job interview to help make a powerful first impression. By renting not buying, interviewing in the ‘ONE/SECOND/SUIT/ is a conscious decision.

A powerful film initially launched the rental service – which followed the story of different men performing their everyday morning rituals before preparing themselves for that all important first interview. The film also uses the real advice taken and recorded from a diverse cast of mums - sharing advice and support for the voiceover - instantly tapping into an emotional experience.

Every detail of the suit itself was designed to build confidence. The campaign has two visual branding elements. A large number 1 which in its most elegant representation is a folded suit label and the name ‘ONE/SECOND/SUIT’ punctuated with forward slashes to represent the angle of the fold of the label. And a striking red pocket square with the handwritten quote ‘Every moment is a chance.’

OOH and social also supported the campaign including an Oxford Circus takeover in the UK.

We’d come to realise that clothes were powerful, creating confidence and becoming a unique ally on an individual’s journey. A truth that might well have made an interesting ‘ad’. But, whilst discussing this, the world’s media was predicting a recession and documenting an unemployment crisis. We believed there was an opportunity and obligation to do more than entertain. We changed our goal from ads to acts. Doing so led us to a research paper from Princeton University, that had established job applicants’ competency is judged within one second of meeting an employer. And so, a new service was born. The ONE/SECOND/SUIT – a pilot programme in the UK and US where anybody with a job interview can borrow a suit for free, for 24 hours.

The programme was in response to discussions around the idea of the modern man, and what that means today. Along the way the conversation turned to all-important first impressions, and the way many jobs still require candidates to smarten up and wear suits for their interviews – something not every person has access to.

The One/Second/Suit initiative offers a free suit to anyone in need, allowing men to book and borrow the clothes for 24 hours. The service originally launched in the UK as a pilot – the response was overwhelmingly positive – with every slot booking up and H&M launching the program in the US mid-May 2021 – with plans to roll it out further across more global markets.

The campaign message ran across social, OOH, online and through in-store window displays of the suit hanging. The suit can be hired online delivered by courier or collected physically in-store.

The initiative received an overwhelming response across social, press and broadcast news.

“ONE/SECOND/SUIT feels like both a community-minded and savvy move from H&M.” The Guardian

“As part of H&M’s move to only use recycled or sustainably sourced materials by 2030, the single-breasted suits on offer through the project, are made using 50 per cent sustainable materials.” British GQ

“Many shoppers have praised the move to help people get back into employment.” My London

The suit pilot was such a success in the UK, the retailer is launching the intiative in the US in May 2021, with more plans to roll-out across global markets.