Featuring plus-size models, a model with an amputation, transgender models and those with a bit of underarm hair, it's the most inclusive fashion campaign we've seen to date.
Locations from around the world are used in the campaign video as it is designed to have a global impact.
The Swedish brand released the video to promote its mission to get the world recycling to make fashion more sustainable.
The advert aims to prove there are "no rules" in fashion. So as well as featuring a diverse cast of models, they've also broken stereotypical fashion rules that seemed to be so engrained.
Wearing red and pink or socks and sandals? No problem. Showing your knicker line? And what.
We're not the only one's who have noticed, either. People have been tweeting positively about Close the Loop.
Kudos H&M for embracing diversity in their new Close the Loop campaign. Love it! - http://t.co/y32WlXWkhJ— Ekta Mody (@modyekta) September 15, 2015
I am completely enamored with the H&M Close the Loop campaign. Positivity and appreciation are things we need to see more of in the media.— Melissa McGilloway (@therealmelmcg) September 15, 2015
Diversity and representation at its best. WOW...thank you H&M! pic.twitter.com/5YWoVvsr4y— SKOOL FML ✘Sadia✘ (@immortallewis) September 15, 2015
That H&M commercial is dope way to celebrate all diversity— Invisacol (@Invisacol) September 15, 2015
I love the new H&M campaign.. There is so much diversity in it.— I don't know (@Zabiizzle) September 14, 2015