H&M Conscious: Sustainable Fashion through recycled clothes;
This commercial belongs to the idea where every individual is allowed to express themselves through clothing in any which way possible, but recycle them eventually.
The commercial goes through a series of multiple shots where each individual is dressed uniquely by the stylist, some absurd out-of-the-box looks, to few blend-worthy everyday fits. One sees these garments on H&M hangers and wonders to pair them up in multiple directions, some people hook on to the idea of subtlety, and some just jump the gun. The stylist has done a good job in terms of bringing out each and every personality on camera, you can actually see how each is so versatile and unique in terms of free-flowing hair, to a red-headed man, from a nude lip to fuchsia pink, from misfit ensembles to bold and sparky ones.
However, the multiple shot focus and prop usage like a transparent umbrella, or a dog has taken focus from what was being highlighted. The glory in having a red-headed man, wear a red jacket, got hidden because of intense lighting and no such impressions fell through. In terms of makeup for shots that begged for maximalism, the styling felt weak and taken granted for. There was less emphasis on the wearables but a little more on the props.
Since H&M is a clothing and accessory brand majorly, I as a stylist would have emphasized more on the clothing and less on the props, I would have made sure that the shot depiction which demanded louder makeup and quirk would have gotten that. The hairstyling also fell flat, there was hardly any noticeable difference between a queer person's hairdo and an oversized model.
Frame to frame the emphasis changed from props to backgrounds to unnecessary lighting.
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