H&M zeroes in on helping kids become true role models

Irene Dong

Irene Dong

H&M has released a worldwide campaign to help inspire future generations about issues including social equality, sustainability, education and more. 

H&M’s campaign tells the stories of children who share the optimism, collaborative spirit and free-thinking of a true model. 

The fashion company says it realises that kids can teach grown-ups valuable lessons via their naive perspective, while adults rush through their busy lifestyles. 

Some outstanding faces will appear in this summer campaign to spread their inspiration and motivation as leaders, including: 

* Ryan, 11, founder of Ryan’s Recycling Business, who says, “The future belongs to those who live in it.”

• Catarina, 13, climate activist, surfer and ‘loudmouth’, who says, “Kids born in the fire know how to put it out.”

H&M zeroes in on helping kids become true role models
Caterina, climate activist and ‘loudmouth’.

• Jewel, 5, community leader, optimist and provocateur, who says, “Don’t fight each other, fight together.”

• Henrique, 12, a different ability champion, who says, “Teach the grownups to dream bigger.”

• Stephen, 9, engineer and community hero, who says, “Kids don’t know what they can’t do.”

Besides spotlighting the impact of these talented youngsters, H&M is also donating 50 per cent of the profit from a new line of sustainable t-shirts to Unicef, which will use the funds to support kids around the world. 

The range features graphics inspired by the new role models and amplifying their thoughts.   

“The lessons kids are teaching us served as the inspiration behind the t-shirt graphics, but they are also timely reminders of the work we all need to do for a better future,” said Sofia Löfstedt, head of design, kids, at H&M.

“It’s been so uplifting and motivating to learn how kids are driving change around the world, in their local communities and beyond. We’re also very happy that the sales of these role models’ t-shirts will support the important work by Unicef around the world.”

H&M zeroes in on helping kids become true role models
Samirah, one of H&M’s new role models.
Irene Dong

Irene Dong

Irene Dong is a graduate of Ho Chi Minh City University of Foreign Languages and Information Technology with a major in international relations, specialising in public relations, communications, and media. An aspiring writer she has a passion for fashion, sustainability, and languages.

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