H&M has launched its annual garment collecting initiative – but this time it goes with a brand new film directed by Chrystal Moselle.

Moselle’s film “Bring It” will kick off H&M’s Garment Collecting campaign, an initiative which started in 2013, and will debut globally today at hm.com.

H&M’s Garment Collecting campaign allows customers to bring unwanted garments and textiles, from any brand and in any condition, to any H&M store. The retailer’s goal is to increase the amount of garments collected, every year, so that they reach a total collected volume of 25,000 tonnes per year by 2020.

The campaign raises awareness on the importance of garment recycling.

H&M said it wants to “close the loop” on fashion by giving customers an easy solution to hand in unwanted garments so they can be reused or recycled through H&M’s garment collecting initiative. By doing so, less garments would go to landfill.

The “Bring It” film tells the journey that unwanted garments go on after they have been collected in store. The film illustrates how the lifespan of a garment can be increased to keep it in the loop for as long as possible.

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.