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Worn, Not Replaced

Worn, Not Replaced

How H&M reframes fashion around time instead of trends.

Javier García
February 04, 2026 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Best Ad of the Week
Latest Trends and News
Weekly Tip
Weekly Challenge

Best Ad of the Week

H&M – “Wear It Longer” (2025 Global Campaign)

H&M’s “Wear It Longer” challenges the idea that fashion is about constant replacement. The ad follows one garment across different moments and owners. A jacket worn to a first job interview, later handed down to a younger sibling, then repaired and restyled years later. Time passes. Trends change. The jacket stays. The final line appears quietly: “Style lasts when you let it.”

Key marketing lessons

• Shift value from newness to use
H&M reframes fashion around longevity, not drop culture, meeting changing consumer expectations head on.

• Behaviour beats messaging
Instead of talking about sustainability, the ad shows what it looks like in real life.

• Story adds perceived quality
Following one item over time makes it feel more valuable, even without premium positioning.

• Normalize repetition
Wearing the same piece again and again is presented as confidence, not compromise.

• Reposition without denial
H&M does not reject fast fashion history, it redirects the future through behaviour.

A reminder that brands don’t always need to invent new desires. Sometimes they need to reframe the ones people already have.

Latest Trends and News

Google Introduces AI-Driven Audience Signals
Google Ads is testing new audience signals generated automatically from on-site behaviour and conversion patterns. Instead of predefined segments, targeting is becoming more fluid and intent-based.

Meta Tests Creative Quality Scoring
Meta is piloting an internal score that predicts creative effectiveness before ads scale. Ads with clearer hooks and stronger visual contrast are prioritised earlier in delivery.

Zara Pushes App as Primary Marketing Channel
Zara is increasing the number of campaigns launched exclusively through its app before any social or paid media support. The strategy turns the app into a first-touch channel, not just a shopping tool.

Weekly Tip

Reduce Interpretation

The more your audience has to interpret, the more chances for misunderstanding.

• Say exactly what you mean
• Avoid vague metaphors or indirect phrasing
• Clarify terms that could be read multiple ways

When interpretation drops, clarity rises—and so does trust.

Weekly Challenge

Value Stack Post

This week, layer value instead of spreading it out:

• Create one post that delivers three related insights on the same topic
• Make each insight stronger because it builds on the previous one
• Keep it concise and easy to scan
• End with one question asking which insight helped most

Stacked value increases saves and keeps people engaged longer without needing more posts.

Submissions + Feedback

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