Dive in to better denim

Jeans might never stop being the pillar of our wardrobes but, that doesn’t mean that the making of denim can’t change. H&M created more sustainable denim with ’90s aesthetic, made by using recycled materials and less water. The primary focus for H&M had been to save water in all production phases by using closed-loop water systems, meaning that the water is reused in the wash process, resulting in lower water consumption and less water waste.

We invited a collection of diverse talent who were relevant to our audience to ‘Dive in to better denim’ bringing their different opinions and personalities to the campaign and to give it that 90’s vibe to create our films and stills.