Natural resources are decreasing day by day, but consumption continues at the same pace. This creates a huge waste problem. Under the H&M "H&M CONSCIOUS" campaign, H&M has been working to create awareness among consumers and to use our resources more efficiently. In Turkey, to appeal to a larger audience, H & M Brand make collaboration with one of Turkey's most prominent fashion designers Hussein Caglayan to create a sub-campaign that decided to turn waste products into designer bags. Also, all the revenues for products sold across Turkey will be shared with the needy with the Ihtiyac Haritasi Organization.
The strategy of the campaign will be to convey to consumers that recycling waste materials is not only a sacrifice to be made for the environment, but also that these materials can be turned into new fashion bags. In other words, while the consumer purchases the bag, they will not only act with environmental awareness but also adapt to fashion, thinking that recycling can be a fashion element. Environmental awareness is not a concept that is away from fashion; The aim will be to emphasize that recycling is a return to the concept of "nature," which has inspired fashion from the very beginning. It will be combined with the artificial concept. In this way, it will be given the sense that the combination of the two can be fashionable by blending city life with nature. The campaign will be based on the most straightforward depiction of the return to nature using a language inspired by the urban movement because we all live in the same kind of areas that we can call "urban-jungles." With the concept, I aim that when consumers saw the project, they fell both the urban lifestyle and nature at the same time. A harmonious campaign will be carried out on both sides by meeting the abstraction of the city life we live in with naturalness. H&M x Huseyin Caglayan is a concept study.
Thank you for checking out my work!