When H&M launched its new buy & sell platform, they needed to stand apart from the competition. This isn’t just a website to buy & sell old clothes—this is where preloved styles are released, reclaimed, and redefined.


The leader in latest fashion was launching a platform for pre-owned.

H&M, the world’s leader in fast fashion, is where billions of people go for the latest trends from their latest lines. But the price of modernity is waste, and each year X tonnes of passé styles areis thrown away worldwide.

To combat this, H&M developed Re:Wear, a global platform where anyone can buy & sell secondhand clothes from any brandwhere anyone can buy and sell their used clothes instead of throwing them away. And while the concept had enormous potential to extend the lifespan of the world’s clothes, the H&M brand was firmly in the future of fashion, not its past. It was the last brand people would turn to for used clothes.


Make used clothes feel as fashionable as new lines.

The same fashion brand can’t be the leader of both new and used. So rather than dilute H&M’s equity in new fashion, we increased the value of the used clothing H&M offered. Used became Second-hand Style. Getting a discount became making a discovery. This wasn’t a bargain bin: it was a fashion line. The Collective Collection, where every piece has the one thing new clothes don’t: a story.


Fashion is more than fabric. It’s the story behind the style.

The Re:Wear launch campaign gave Canadians a powerful new purpose for old clothes—and a powerful new reason to shop at H&M. The launch video and poster blasts centered around the story of the styles: their journey from one person to another, the places those pieces went along the way, and invitation to explore and create a whole new fashion experience.