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15 April 2021


by Andrew MacGregor

H & M: “Maisie Williams” - 60s

You can't spell transhumanism without H&M - now that’s a phrase DAVID never expected to write. The fashion retailer have a lot on their plate right now, including a Chinese boycott and accusations of greenwashing. Fortunately, they and newly appointed global sustainability ambassador Maisie Williams have a plan.

They propose a blend of technologies that turn old fabrics into new ones, or 'loooping'. This all sounds perfectly reasonable, but then Williams asks: "What if we could level up and looop ourselves?"

The answer is, erm, Avatar Maisie - a silver-haired, purple-eyed twist on the Game of Thrones actor. Will future H&M customers be forced to 'upgrade' themselves at checkout? Only time will tell.

Film Production: New Land
Director: Joanna Nordahl ♀ Ⓟ Ⓦ
Producer: Connor Hollman
Production M'ger: Katy Smith
Production Ass'nt: Emmanuelle Soffé / Allanagh Spratling
Executive Producer: Joi Persson / Trine Pillay
1st AD: Clara Paris
Cinematographer: Rina Yang
Production Designer: Arthur de Borman Ⓦ (Vision Ⓟ Ⓦ)
Costume Design: Emma Lipop
Editor: Andreas Arvidsson

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.