H&M is a high street retailer with stores around the globe.The first store opened in Sweden in 1947 named ‘Hennes,’ before the founder Erling Persson bought ‘Mauritz Widforss,’ a hunting and fishing equipment store. The name was then changed to Hennes and Mauritz and began to expand around the world. H&M is known for high profile collaborations including Versace, Karl Lagerfeld, Beyonce, David Beckham, Alexander Wang and Balmain. The use of these collaborations is to interest younger and less affluent people in the fashion houses through providing affordable yet luxury pieces to the masses.
H&M is also committed to sustainable fashion through H&M Conscious, an initiative that is built on 7 commitments that each have Conscious Actions. The commitments are to:
- Provide fashion for conscious customers
- Choose and reward responsible partners
- Be ethical
- Be climate smart
- Reduce, reuse, recycle
- Use natural resources responsibly
- Strengthen communities
The company has launched an initiative for World Recycle Week where customers can brig any unwanted clothing of any brand in any condition into their stores to be recycled and reused.
‘At H&M, we have set ourselves the challenge of ultimately making fashion sustainable and sustainability fashionable.’ – Karl-Johan Persson, CEO
H&M’s ad campaigns are all highly produced and on location. They all seem to follow stories relating to the collections themselves such as the H&M Coachella collection having a group of young people possibly on the way to the festival and the slick Balmain collection having technologically advanced imagery and sleek styles. This demonstrates the importance of relating clothing to photographic choices, for example using locations and sets that either complement or completely contrast as both will provide interesting imagery. The importance lies in considering every aspect.
Prada was founded in 1913 by Mario Prada and quickly became a favourite of the Italian aristocracy and the most sophisticated members of European elite. In 1919 Prada received the warrant of “Official Supplier of the Italian Royal Household”, and since then has been able to display the royal Savoy coat of arms and figure-of-eight knots alongside the company logo. Miuccia Prada (Mario’s granddaughter) and Patrizio Bertelli started working together in the late 70’s, beginning the avant-garde approach to fashion.
Prada’s ad campaigns are interesting, especially in the split between men and women’s lines. The two are especially different in the autumn/winter 2015 campaigns. The mens line is advertised through monochrome images, each model alone onscreen. The models also appear unconventional, due to the fact that they are slightly older.
The women’s campaign however, is entirely different, shot in colour with multiple models onscreen. The models are also all styled the same, with key pieces repeating themselves. They all seem to have the same hairstyle and are carrying the same bag, a specific style that had its own campaign at the time. Outfits repeat, just in different colours and the shoes are the same, again with differing colours. The eyewear section again shows repetition as all of the models remove the glasses as they pan across the screen. The models themselves are also similar, leading to a sort of staleness to the imagery as it doesn’t add anything new.