H&M's 'Looop' wins one of two Design Grand Prix at Cannes

Project centered on upcycling clothing via an app

Published On
Jun 21, 2021

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H&M and WPP's AKQA have won one of two Grand Prix for the Design category at Cannes Lions.

The fashion brand won the award for "Looop," a recycling initiative that allowed customers to remake an old item of clothing into a new one on an in-store machine in Stockholm, after specifying on an app what they wanted. The installation, which came with ASMR sound effects, was booked up for months in advance and the technology was subsequently made available to to others in the industry. 

Universal Design Studio and industrial design firm Map Project Office also worked on the initiative, which has also won two D&AD awards and three One Show awards.

Design Lions Jury Chair Pum Lefebure, co-founder and chief creative officer of Design Army, said: "We were looking for a piece of work that was brave and innovative and had the right level of craft. This did all of that."

“We are deeply honored the esteemed international Cannes Lions Design jury selected H&M Looop as the winner of its distinguished prize,” said Ajaz Ahmed, CEO of AKQA, in a statement “The award embodies the transcendent power of design and fluent relationship between interfaces. This win is a celebration of sustainability, collaboration and creativity — central priorities for our planet and industry.”

Cannes awarded a second Grand Prix, to WPP branding agency Superunion for creating "Notpla," a seaweed-based biodegradable and edible packaging that could be used to replace plastic cups and condiment sachets. It also awarded eight Gold, 13 Silver and 22 Bronze Lions in the Design category with winners including the City of Chicago's Boards of Change by FCB Chicago as well as Burger King's corporate identity redesign by Jones Knowles Ritchie and Rethink's work on Heinz Ketchup's "Pour Perfectly" project.