As an H&M Conscious (Sustainability) Ambassador, my role was to promote fashion innovation and sustainability to both store employees and customers and act as a representative on behalf of the H&M Conscious Foundation.
"Close the Loop" Campaign
In April 2016, H&M's Conscious Ambassadors and PR team created an art installation which was displayed at the Green Living Show in Toronto and the CF Eaton Centre during World Recycle Week. This project was led by H&M Canada's Sustainability Manager who facilitated its setup and managed who would run and manage display during the actual show. My role with this campaign began at the very beginning where I helped the PR team and sustainability manager set up the art installation. Additionally, I also worked the actual show to discuss with visitors how H&M is working towards a more sustainable future in fashion.
This installation drew crowds at the Green Living Show where other Conscious Ambassadors and I promoted the company's garment collecting initiative, part of the Close the Loop campaign. What is closing the loop? Closing the loop is bringing the fashion supply chain full circle, by redirecting old textiles from the landfill and giving them new life.
Conscious beauty keynote
In April 2016, I gave a keynote presentation at Ryerson University to promote and educate a communications class on the importance of shopping consciously and sustainably. This keynote focused on the newly launched Conscious Beauty line by H&M.
christmas toy drive
During the month of December 2016, I worked on an in-store project to improve the company's brand image on a local level alongside my coworkers Jess and Becca. This initiative aimed to connect H&M staff to their local community through community outreach. For the 2016 Christmas season, H&M Markville partnered with CTV's Toy Mountain Drive to raise money and toy donations to children in need.
H&M values video
During the month of February 2017, H&M relaunched its company's values and to support that launch, my store created a short video to reinforce those values. The video was selected to be shared internally across Canada through Backstage, the company's online platform for employees.
For this project, I worked alongside the store manager to think of a video concept that would engage employees and communicate H&M's values as part of its new internal Value campaign. In this role, I developed the concept for this video, inspired by Vogue's 73 Questions interview series. I worked with several employees, both managers and sales advisors, who were the talent for this video. In addition to directing the video, I shot and edited it.