H&M (Hennes & Mauritz Japan KK), which provides fashion and quality at the best prices in a sustainable manner, will launch its new campaign "LET'S CHANGE" on April 27th, which will run during Golden Week.
For this campaign, Yui Aragaki has been appointed as the ambassador. The message conveyed is to encourage people to move forward positively towards the future without being afraid of change or challenges.
The world is facing an unprecedented situation and is perhaps at a time of change where new values are being established. The new campaign, "LET'S CHANGE," is based on the themes of "strong will" and "awakening" to face new change as we move into this new normal era. The shot of Aragaki looking up at the sky conveys the positive message, "Let's keep our heads up!" The campaign's collection also embraces "sustainability" as a key word, reflecting its commitment to bringing about positive change in the world. H&M aims to switch all materials it uses to recycled or sustainably sourced materials by 2030, and has currently achieved 65% of that goal. Most of the items in this collection are made with environmentally friendly, sustainable materials, such as 100% organic cotton cardigans and tops and dresses made from more sustainable rayon, which reduces the environmental impact of production. Based on this season's popular earth tones, the seasonal lineup encourages a natural and positive attitude toward enjoying a new daily routine. The collection will be available at H&M stores nationwide and on the official online store (hm.com) from April 27th, during Golden Week. The campaign ambassador will be Yui Aragaki, a beloved figure and a constant source of inspiration. "I thought that this might be the catalyst for something new, and that something fun might happen, and that being an ambassador for this campaign would be very meaningful for me," said Aragaki, who agreed with the theme of "LET'S CHANGE" and was chosen to appear in the campaign. The campaign video and making-of video featuring Aragaki will be released soon.
Campaign visuals and collection lineup revealed
Available items
*All prices include tax.
Dress ¥2,999 100% LivaEco™ Viscose
Tops ¥1,799 Partially Recycled Polyester
Skirt ¥2,499 100% Recycled Polyester
Cardigan ¥2,499 100% Organic Cotton
Tops ¥1,799 100% Organic Cotton
Skirt ¥2,999 100% Organic Cotton
Shirt ¥2,499 Made with EcoVero Viscose™
Straight High Split Denim ¥4,999 Made with recycled cotton
Jacket ¥3,999
Shirt ¥1,999
Denim shorts ¥2,999 (some items made with recycled cotton)
Dress ¥2,499
Campaign Overview
・Campaign Name: "LET'S CHANGE"
・Release Date: Tuesday, April 27, 2021
・Sales Locations: H&M stores nationwide in Japan and the official online store (hm.com)
About the Material
Organic Cotton
Organic cotton uses less energy and water to produce than conventional cotton. It is also grown without pesticides or chemical fertilizers and does not contain genetically modified seeds (GMOs). This is expected to reduce greenhouse gas emissions and also leads to soil improvement, which increases biodiversity and improves working conditions for cotton farmers.
Recycled Cotton
Recycled cotton is made by shredding old clothing and fabric scraps down to the fiber level, blending them into new yarn, and weaving them into new fabrics. Recycled cotton keeps old clothing and fabric scraps out of landfills and reduces the use of natural resources.
Recycled Polyester
Polyester is a widely used synthetic fiber that produces strong, stain-resistant fabrics. Recycled polyester is made from plastic bottles, used clothing, and manufacturing waste, repurposing what would otherwise be discarded, not only reducing the impact on the planet but also conserving resources.
LivaEco™ Viscose
LivaEco™ Viscose is a natural material derived from wood from certified, sustainably managed forests. It is soft, smooth to the touch, and has excellent moisture-wicking properties. LivaEco™'s cellulose fibers require less water and emit less carbon dioxide during production, and they biodegrade quickly. They also offer traceability at every stage of production, ensuring transparency and peace of mind for our customers.
EcoVero Viscose™
EcoVero Viscose™ is a natural material sourced from certified sustainably managed forests, using an environmentally responsible production process that meets strict environmental standards. EcoVero Viscose™ reduces carbon emissions and water impact by up to 50% compared to standard viscose fibers, and has earned the internationally recognized EU Ecolabel. Our supply chain is also highly transparent, ensuring traceability and identifying the source of the material in the final product, allowing our customers to use it with confidence.
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For this campaign, Yui Aragaki has been appointed as the ambassador. The message conveyed is to encourage people to move forward positively towards the future without being afraid of change or challenges.
The world is facing an unprecedented situation and is perhaps at a time of change where new values are being established. The new campaign, "LET'S CHANGE," is based on the themes of "strong will" and "awakening" to face new change as we move into this new normal era. The shot of Aragaki looking up at the sky conveys the positive message, "Let's keep our heads up!" The campaign's collection also embraces "sustainability" as a key word, reflecting its commitment to bringing about positive change in the world. H&M aims to switch all materials it uses to recycled or sustainably sourced materials by 2030, and has currently achieved 65% of that goal. Most of the items in this collection are made with environmentally friendly, sustainable materials, such as 100% organic cotton cardigans and tops and dresses made from more sustainable rayon, which reduces the environmental impact of production. Based on this season's popular earth tones, the seasonal lineup encourages a natural and positive attitude toward enjoying a new daily routine. The collection will be available at H&M stores nationwide and on the official online store (hm.com) from April 27th, during Golden Week. The campaign ambassador will be Yui Aragaki, a beloved figure and a constant source of inspiration. "I thought that this might be the catalyst for something new, and that something fun might happen, and that being an ambassador for this campaign would be very meaningful for me," said Aragaki, who agreed with the theme of "LET'S CHANGE" and was chosen to appear in the campaign. The campaign video and making-of video featuring Aragaki will be released soon.
Campaign visuals and collection lineup revealed
Available items
*All prices include tax.
Dress ¥2,999 100% LivaEco™ ViscoseTops ¥1,799 Partially Recycled PolyesterSkirt ¥2,499 100% Recycled PolyesterCardigan ¥2,499 100% Organic CottonTops ¥1,799 100% Organic CottonSkirt ¥2,999 100% Organic CottonShirt ¥2,499 Made with EcoVero Viscose™Straight High Split Denim ¥4,999 Made with recycled cottonJacket ¥3,999Shirt ¥1,999Denim shorts ¥2,999 (some items made with recycled cotton)Dress ¥2,499Campaign Overview
・Campaign Name: "LET'S CHANGE"
・Release Date: Tuesday, April 27, 2021
・Sales Locations: H&M stores nationwide in Japan and the official online store (hm.com)
About the Material
Organic Cotton
Organic cotton uses less energy and water to produce than conventional cotton. It is also grown without pesticides or chemical fertilizers and does not contain genetically modified seeds (GMOs). This is expected to reduce greenhouse gas emissions and also leads to soil improvement, which increases biodiversity and improves working conditions for cotton farmers.
Recycled Cotton
Recycled cotton is made by shredding old clothing and fabric scraps down to the fiber level, blending them into new yarn, and weaving them into new fabrics. Recycled cotton keeps old clothing and fabric scraps out of landfills and reduces the use of natural resources.
Recycled Polyester
Polyester is a widely used synthetic fiber that produces strong, stain-resistant fabrics. Recycled polyester is made from plastic bottles, used clothing, and manufacturing waste, repurposing what would otherwise be discarded, not only reducing the impact on the planet but also conserving resources.
LivaEco™ Viscose
LivaEco™ Viscose is a natural material derived from wood from certified, sustainably managed forests. It is soft, smooth to the touch, and has excellent moisture-wicking properties. LivaEco™'s cellulose fibers require less water and emit less carbon dioxide during production, and they biodegrade quickly. They also offer traceability at every stage of production, ensuring transparency and peace of mind for our customers.
EcoVero Viscose™
EcoVero Viscose™ is a natural material sourced from certified sustainably managed forests, using an environmentally responsible production process that meets strict environmental standards. EcoVero Viscose™ reduces carbon emissions and water impact by up to 50% compared to standard viscose fibers, and has earned the internationally recognized EU Ecolabel. Our supply chain is also highly transparent, ensuring traceability and identifying the source of the material in the final product, allowing our customers to use it with confidence.
Click here for company press release details
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