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.