H&M Looop
Award: Graphite Pencil
Graphite Pencil / Experiential / Retail / 2021
Award: Wood Pencil
Wood Pencil / Direct / Product & Service
Award: Shortlist
Shortlist / Spatial Design / Retail
84% percent of clothing ends up as landfill or in the incinerator. So AKQA set out to change the way we see our worn out and old clothing – not as waste, but as a resource. The agency gave H&M customers a world-first opportunity to turn pre-loved clothing into a new garment, without the use of water or chemicals. Using Looop – the name of H&M’s garment-to-garment machine, housed in a glass box at H&M in central Stockholm – old items of clothing could be remade into one of eight new, ready-to-wear designs, all of which can be selected and configured to an app. Users could then watch as Looop recycled old garments into new.
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What did the judges have to say?
"Having worked in the industry, it’s always very challenging to be able to make a change towards a sustainability solution. H&M has managed to commit to a new upcycling process, invested space in its retail stores, and communicated it in an attractive and inspiring way. I thought this project was well considered end-to-end."
Alvin Chan, Global Executive Creative Director, Cheil Worldwide
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