H&M breaks all the fashion rules in new video

In a continued bid to encourage recycling, H&M have released a new video as part of their 'Close the Loop' campaign - and it's genius.

The video, titled: "There are no rules to fashion but one. That is to recycle your clothes," stars a host of famous faces including Iggy Pop and plus-size model Tess Holliday.

It shows a range of people from all walks of life breaking traditional fashion 'rules' such as wearing socks with sandals and wearing pink and red together.

Earlier this week, H&M released a range of denim styles made of recycled cotton from textiles collected in the Garment Collecting initiative in H&M stores.

The capsule collections for ladies, men and children are the latest steps towards H&M’s goal of creating a sustainable closed loop for fashion.

"Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimize textile waste, but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet," says Karl-Johan Persson, CEO of H&M.

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