The ads, which run in The Evening Standard and Metro today (10 April), focus on H&M’s “Conscious” range of sustainable clothes, as well as highlighting its collection service which offers customers a £5 discount voucher for every bag of clothes they take into stores.
The initiative, which launched in February last year, runs across all 53 of the markets where H&M has stores and aims to reuse or recycle items, rather than see customers throw them away.
It accepts clothes from any brand in any condition.
Laura Maggs, H&M’s sustainability manager, says the retailer offers the scheme as a value-added service and has promoted it in store but that most people still are not aware of it.
She adds that the print campaign is the first step in communicating the service externally, with further plans including a social media push at the end of the month.
“We want to inspire people to make a difference and engage with our customers to do things that are more sustainable. We are seeing increasing interest from customers in finding out what they can do to be more sustainable and help us achieve our goal of making fashion sustainable and sustainability fashionable,” she says.