Already, we were getting excited about the Trainspotting sequel, because the cult classic gave us many fridge magnets that read: “Choose life. Choose a job. Choose a career. Choose a family. Choose a fucking big television, Choose washing machines, cars, compact disc players…” and so forth. Right then came this new H&M campaign, Close The Loop, with another quotable monologue: “Wear brown shoes after six. Wear a hat indoors. Wear a short skirt after 40…” You’d think it’s leading up to something cheesy, like ‘Be yourself’, when it ends with “There are no rules in fashion but one…” But it surprises you. “Recycle your clothes,” it says. It’s also H&M’s most diverse campaign yet. Just look at that cast! It turns every fashion convention (stereotype?) on its head.
