Lydia Clarke

How does the video for the H&M campaign, 'Bring It On' promote H&M as an ethical fashion retailer? In the advert, 'Bring It On', H&M promote themselves to be an ethical brand, they use many scenes to emphasise their morals and how they help the environment by recycling clothes so they have a 'new life'. Many close-up shots are used to focus on the flaws of the clothes in the video, showing the audience that even the clothes which are unwearable could be recycled to something new. The close-ups are also used to focus on the clothes, as that is the main focus of the video, and to show the journey the clothes go through in their different 'lives' to recycling them into new ones. The scene with the fabrics turned into fibers emphasises to the audience how a small scrap of fabric can help make a new item of clothing to be re-sold. This encourages the audience to keep their unused clothes and to give them to H&M to help the environment an

Evaluation As the brand is Fair Trade I thought it would be most suitable and related if the photographs were took in nature and were edited minimally to show the pure, natural beauty of local areas around us, linking with the Fair Trade element to the brand, and emphasizing the environmentally friendly. The clothing I dressed the models with as a part of my mise-en-scene are fashionable and would attract my target market. The sweater and skirt on the right poster were used because it is stylish but classy and the model I used demonstrates this perfectly. The model on the right is wearing more of a mainstream outfit, mom jeans and an off the shoulder black top, this will appeal to the younger of the target audience however the mom jeans will appeal to the older of the target audience as they may have worn clothes similar when they were younger.The brand almost encourages viewers to care more for the environment and wear fair trade clothes because it is good