H&M Garment Recycling Initiative

Dan Tobin Smith


Technology and image-making for social good & sustainability

Dan Tobin Smith was commissioned by H&M to develop an idea around a series of larger-than-life flowers using recycled clothing to promote the brand’s global garment recycling initiatives.

Conceived as powerful visual symbols, the installations—created by set designer Rachel Thomas in collaboration with Tobin Smith—were used in a series of films, in-store exhibitions, and experiential activations over the course of the project.

The project garnered significant press worldwide and raised the profile of this important 360º campaign.

Utilizing Dan Tobin Smith’s images and films as the key marketing assets to generate awareness, H&M was able to collect more than 17,771 tonnes of textiles in 2017 alone—the equivalent of 89 million T-shirts.

Making of the Project

A full-scale production and innovative set design supported Dan Tobin Smith’s creative vision for H&M, allowing the director and photographer to play with scale, texture and perspective in the final assets showcasing his larger-than-life floral installations.