H&M are on a mission to create "sustainable fashion", by asking you to recycle your clothes at H&M. This is not a bad idea at all, and I've been participating in a test market by bringing old unloved items to my local H&M every time I buy something new. The ad that launched this idea to the world breaks every fashion rule in existence, flawlessly. Wear red as a redhead (done that! Check!), mix patterns! Wear brown shoes after six. Wear a hat indoors - hang on H&M, ladies have always been allowed to wear hats indoors, don't give those dudes in baseball caps reason to be rude.
And for each fashion rule there's a fashionably stand out individual showing their style, a group of Sikh men, a hijab wearing muslim woman, a cross dresser, a skateboarder, a salaryman, a club kid, a little kid, a plus sized model, an amputee model, Iggy Pop. Of course all of that is old hat by now, except for what Fusion claims is the first hijab-wearing model in an H&M ad, Mariah Idrissi the always fab instagram fashion influencer. The ad is taking the UK media by storm thanks to Mariah, now the question is, will people actually recycle their clothes?