In strategizing H&M’s eco-friendly Conscious Exclusive collection, MP Creative recognized that it is their most forward-looking clothing line as well as their most cutting-edge, seeking production techniques that best embody their environmental strides. It represents the synergy of sustainability and fashion, insisting that the two are not mutually exclusive. Encompassing digital, print, and film, we integrated communication of these key environmental issues and innovations with the sophisticated beauty of the clothes. The end result made for an aspirational and sincere experience.

This campaign focused on Econyl, a regenerated fiber made from discarded fishing nets and other nylon waste left in the ocean, which was utilized in fabrication of the garments. Highlighted by the presence of Christy Turlington and the words of poet/ field ecologist Katherine Larson, the artful presentation drew attention to the exquisite ambitiousness of the collection.