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H&M’s new ad dares to breaks all the fashion rules

  • Checkout
  • September 18, 2015
  • Elly Strang
H&M’s new ad dares to breaks all the fashion rules

In fashion advertising, stereotypes come into play a lot.

Clothes are traditionally modelled by white, tall, waif-like women and muscular men with clearly defined genders and minimal body fat.

But as spokespeople come forward for the vast group of people that don’t fit into those categories, brands are transitioning into more inclusive advertising.

The ad by H&M features people of various religions, ethnicities, ages, genders and sizes looking stylish and at ease in its clothing.

The ad aims to empower and encourage people to be comfortable with who they are and what they look like.

There’s a man in a skirt, a woman in a men’s suit and a transgender woman featured, which is a bold move by H&M.

Some more conservative types may be shocked, but the ad is tapping into changing societal norms now there are people like Ruby Rose, an actor who is gender neutral, and Caitlin Jenner, a transgender woman, in the spotlight.

American plus-sized model Tess Holliday is also featured, showing retailers are realising people of all sizes want to be represented in advertising.



Tess Holliday. Picture / YouTube

This was learnt the hard way by Victoria’s Secret, which ran a campaign that had the words ‘The perfect body” emblazoned over a line of skinny models.

Over 33,000 people signed a petition in the UK that said the marketing stunt was a form of body shaming, so the slogan was changed to “A body for everybody”.

Meanwhile, lingerie brand Adore Me did an advertising experiment and found plus-size models are more likely to sell underwear than slim models.

The experiment found a plus-sized model generated four times as many sales as the ad featuring skinny models.

A marketing professor has even come out and said that brands that go for the “thin ideal” model could be alienating up to 70 percent of their audience.

The H&M ad ends with, “There are no rules in fashion but one: recycle your clothes” and tells customers to leave unwanted clothes in any of their 3300 stores to be recycled.

This is part of its sustainability initiative, which it launched in 2013.

After much criticism following reports workers were passing out at its clothing factories and being barely paid a wage, it changed its ways.

At the time, its head of sustainability promised that the company, which is the world’s second largest clothing retailer, would aim to pay all textile workers a living wage by 2018.

According to the fast fashion brand, it has recycled 260 billion pounds of unwanted clothing since then.

 ‘Close the gap’ refers to H&M’s initiative with DoSomething.org this year to get college campuses interested in recycling.

College teams compete to recycle the most clothing and win a $2,000 scholarship, a new laptop and other prizes.
 

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Hell Pizza challenges Valentine’s Day tradition

  • Checkout
  • February 19, 2019
  • StopPress Team
Hell Pizza challenges Valentine’s Day tradition

Yesterday, Hell Pizza challenged the idea of Valentine’s Day with a campaign promoting a night for one, rather than a night out with the masses at a restaurant or bar.

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Just in Valen-time: Krispy Kreme shows its love

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  • February 14, 2019
  • Courtney Devereux
Just in Valen-time: Krispy Kreme shows its love

Where there is a gap in the market, it will eventually be filled. So, has reigned true for the poorly timed disappearance of Candy Hearts and Krispy Kreme’s new ‘Conversation Doughnuts’ which have seemed to take the place of the classic Valentine’s Day candy.

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Real Groovy record store moves location, again.

  • Checkout
  • January 31, 2019
Real Groovy record store moves location, again.

Popular record store Real Groovy is moving for the sixth time in 30 years, this time only making a small hike up Queen Street where it will resettle.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Hell launches ‘unruly tourist’ pizza

  • Checkout
  • January 24, 2019
  • StopPress Team
Hell launches ‘unruly tourist’ pizza

As the unruly tourists saga continues, Hell Pizza decided to join the conversation with a billboard 'launching' a limited edition pizza.

Read more
 
 

Magnum’s new vegan approach

  • Checkout
  • January 16, 2019
Magnum’s new vegan approach

Magnum ice cream has announced the new introduction of its latest initiative, a vegan version of its classic bar.

Read more
 

Gram of the week: NZ Retail Magazine

  • Gram of the week
  • December 20, 2018
Gram of the week: NZ Retail Magazine

As 2018 comes to an end, what a more fitting Instagram page to celebrate than our own. NZ Retail Magazine has had a busy year, and keeping readers up to date through our Instagram page has been an important part of that. Plus it looks pretty good if you ask any of us.

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