In due time, we may be commuting back to the office with mandatory vaccination requirements. This, in a time where casual clothing has shifted everyday style. The global fashion brand H&M is helping men dust off their shoulders in a new suit for those upcoming interviews. In a new business model, H&M is helping young men of the Generation Z workforce build confidence and eliminate self-doubt with an affordable alternative to wearing a suit.
From May 13, 2021, and continuing for the following three months, H&M will implement their ONE/SECOND/SUIT rental program as a sustainable solution for men who may be returning into the workforce after jobs in America were stifled by the COVID pandemic. H&M has been running the rental program successfully in Europe as of April 15.
Sara Spanner, H&M’s Head of Marketing and Communications, states, “job interviews can be a nerve-wracking experience. But we believe nothing should hold you back. Least of all what you wear.” H&M has long been a place for the stylish shopper who isn’t looking to spend exuberant amounts of money on clothing. The ONE/SECOND/SUIT rental program assists shoppers seeking employment with an opportunity to improve their professional image for that first impression.
In a split second, potential employers can determine if you are a good fit for the team. An impressive suit can be enough to get a callback. The H&M ONE/SECOND/SUIT program allows participants to rent a suit for 24 hours so they can head to their interview in style. H&M drives home the idea that the suit can be the difference-maker in how we are received by the world in the “one second” it takes to leave a positive impression.
The ONE/SECOND/SUIT rental program launches with an inspirational 30-second video montage. The campaign shows a diverse selection of young men, individually building their confidence before a job interview. An H&M suit in their respective bedrooms is the hero of the film directed by the legendary Mark Romanek. The words “Always Forward” bookend the short film, providing sentiment to the goals their customer’s dress for – fashion-forward.
Filmmaker and director of the campaign, Romanek is famed for his psychological thriller, feature film One Hour Photo, starring the late Robin Williams, and his over twenty MTV Music Video awards. He has worked with artists like Madonna, Taylor Swift, as well as Michael and Janet Jackson.
The suits can be rented for free by any participant. H&M instills a sense of confidence in the old tradition of suit-wearing, but for the modern man. Spanner reinforces this stating “the ONE/SECOND/SUIT is ready-to-wear confidence. A signal to the world and a reminder to yourself that you’ve got what it takes.”