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H&M launches global initiative to support young environmental, social and civic role models

Tom Shearsmith
27 April 2021

H&M has announced a new worldwide initiative to identify and support young social, environmental, and civic role models.

Through the new initiative, H&M will bring forward, champion and tell the stories of young changemakers from around the world.

The company’s goal is to not only showcase the impact kids are making in the world, but also help support their causes using the proceeds from a new line of more sustainable clothing inspired by young role models, which is being developed by the H&M Kids design team.

Pascal Brun, Global Sustainability Manager H&M, said: “As a company that stands for progress, we feel a certain responsibility to use our size to create change today and for the future. We’re ambitious in our goals to make our business more equitable and sustainable so the world is better for future generations. Part of that is making the decision to amplify the voices of role models who are making a difference today: kids.”

H&M worked with double Oscar-nominated director Bryan Buckley and crafted a short-film to make the world talk and rethink the role models we have been looking up to. The work highlights initiatives big and small that improve our world.

The film’s purpose is to illustrate how young people view adults today, while evoking the central idea that the leadership and the urgency for change we need is within them.

In order to progress in its goal, H&M is asking if the world needs rethink its role models and encouraging people to share their own role model story as inspiration to others, bringing forward kids with the potential and purpose "to make grownups feel small".

With the aim of supporting, improving and contributing to a better future for children and parents alike, H&M wants to amplify the optimistic, collaborative, free-thinking spirit of kids.

To join the movement, nominations for a remarkable role model can be made on H&M's website. Later this year, the brand will spotlight their efforts and create awareness for how the broader community can join in their work.

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