Dan Tobin Smith creates floral fashion magic for H&M

Press play to watch it unfold.

If you are not familiar with H&M’s garment collecting initiative, it is about time you get with the programme. Since 2013, H&M has been collecting your unwanted clothes and recycling them for new purposes.

To highlight the garment collecting initiative, H&M recently teamed up with world-renowned still life photographer Dan Tobin Smith. Together with his team, he created these amazing flowers, made from H&M garments and H&M Home textiles.

”One immediate challenge was the scale. We needed to find a scale where the materials and garments read as clothes, but were big enough to have scale and interest in creation of patterns by using multiple garments,” says Dan Tobin Smith.


”There were many challenges on the film, how to animate it and how to change the light during the animation, which had to be decided before the animation took place. We also studied time lapses of flowers opening to give the film the right cadence.”

WHAT WAS YOUR INSPIRATION FOR THIS PROJECT?
”I liked the idea that it would first of all read as a flower and then become clear something else was going on.  I thought that was a good way of making people aware of the idea of re-using rather than throwing away. The chance to work with an animator was also really appealing.”

YOU HAVE WORKED WITH FLOWER THEMES BEFORE – WHAT DRAWS YOU TO THEM AND WHICH FLOWER IS YOUR FAVOURITE?
”Naturally, they are just beautiful and there are so many types representing so many ideas and feelings. The bulbous buttercup (Ranunculus Bulbosus) reminds me of childhood the most so let’s say that’s my favourite. It's small and common and simple but I love it.


Dan Tobin Smith’s flowers are now shown in H&M stores all over the world, aiming to inspire customers to join the garment collecting movement and together close the loop on fashion. Read more about the initiative here.

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