A still from H&M's "Bring It" campaign

CINEMATIC CAMPAIGN: In an effort to encourage consumers to recycle their clothing, H&M has launched “Bring It,” a cinematic campaign.

The company said Wednesday it has tapped Crystal Moselle to direct a film urging shoppers to donate their unwanted garments through H&M’s Garment Collecting platform. The New York-based Moselle is known for her documentary “The Wolfpack” and has created films for Adidas, Pharrell Williams and Miu Miu.

Titled “Bring It on,” the campaign follows various articles of recycled clothing and the events that occur after they have been taken to the garment-collecting platform.

The film shows the garments as they are processed and sorted in the factory. It also shows materials and textiles being shredded and torn. “Let’s shred it into fibers and stitch it into something new,” says the narrator. “Let’s cut your jeans and make new jeans out of them. Let’s collect the very best of your leftovers and press it into cardboard.”

The film closes with a message that says: “Love and care for your garments for as long as possible and bring them to H&M when they need a new life.” It notes that any profit made from the garment collecting is reinvested into research and innovation to close the loop on textiles as well as social improvement projects.

The short movie will run on the brand’s web site.

Launched in 2013, the garment-collecting initiative has amassed over 40,000 tons of apparel. The retailer encourages consumers to donate any type or brand of clothing in any condition. Those who donate will receive a 15 percent voucher for their purchases. The company’s goal is to collect 25,000 tons of recycled goods by 2020.

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