H&M Identity Season Material

Dan Tobin Smith


As part of H&M’s global garment recycling initiative, photographer Dan Tobin Smith created a highly elaborate and technical display of innovation through using recycled garments.

A series of films and store installations featuring moving oversized flowers, made out of recycled clothing told the story of the initiative through a powerful visual symbol.

The collaboration Integrated technology, aesthetics and sustainability at a time when all three dominate the fashion industry, generating significant global press and boosting the initiative.