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Editors' Choice

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

Forsman & Bodenfors, 2 years, 1 month ago

Editors' Choice: Agency teams with H&M's in-house creative team & director Max Vitali to shoot an eclectic cast of characters

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.


Head of Marketing: (H&M) Daniel Herrmann

Creative Agency

Account Manager: Joachim Levin

Creative: Karin Frisell, Anna Qvennerstedt

Creative Agency: Forsman & Bodenfors and H&M Inhouse

Designer: Ellinor Bjarnolf

Digital Producer: Helena Wård

Head of Creative Services: (H&M) Erik Zetterberg

Media Planner: (Head, H&M) Annika Sandström

Music Supervisor: Jenny Ring, Joel Borg

PR: Maja Bredberg, (H&M) Anna Eriksson

Producer: Magnus Kennhed, (H&M) Lars Nilsson

Project Manager: (H&M) Maria Giertz, Karin Brinck, Pär Zetterberg

Senior Account Director: Leif Sorte

Music and Sound

Music Production: Jonas Quant

Sound Design: Stopp


Editor: Leila Sarraf @ Trim

Post Production / VFX

Grade: Chimney

Post Production House: Gangsters

Production Company

Director: Max Vitali

DOP: Mattias Rudh

Executive Producer: Alexander Blidner

Producer: Tilde Franzén

Production Company: Callboy

Stylist: Denise Östholm

Category: Clothing/fashion , Day/night wear

Genre: Dialogue , Fashion & Beauty