Frame analysis of 'Close the loop'

Throughout the H&M 'close the loop' video multiple representations are presented in order to show that everyone can recycle their fashion. In this frame the older generation white female is presented to be open minded and free from stereotypes and standards. The narrator states 'wear a short skirt after 40' which illustrates the liberation that the older women captures. H&M have used a close up shot followed by a high angle shot. The close up shot shows the old woman singularly with her face as the main focus and a blurred outer frame which creates an angelic appearance. This is continued in the next frame with the high angle shot as the positioning of the older woman in the top right corner and above the other two models creates a sense of authority. The younger man and woman (approximately aged between 20-30) are positioned to be looking up at her in awe and respect. The party attire and atmosphere is typically associated with the younger generation yet the old woman is positioned to appear as the knowledgeable and authoritative figure. The lighting in this image is low and the clothing is expensive looking which appeals to a more upper class audience. This look contrasts with the setting as the models are placed on a bed which connotes informality and relaxation. 

In this frame a young woman is presented in male clothes as the narrator remarks 'dress like a man'. The scene begins with an establishing tracking shot on the woman showing her outfit and confidence as she struts with a hubristic attitude. The camera moves to a medium close up shot as it moves from the bottom of her outfit to the top as she turns around giving eye contact straight into the camera. Her stance and attitude show clearly the confidence and boldness of her personality. The outfit itself is formal and business-like which portrays power. The woman is aged between 20-30 and has chosen to cut her hair short. This may have been done to convey a more masculine image as they could've used a model with longer hair yet used the short cut instead. The lighting is natural as the shots are taken outside. Overall in this shot the woman is represented to be confident in herself and courageous in wearing the masculine clothing showing no fear in judgement. 

In this shot we see the representation of religion and wealth. An establishing shot is used throughout firstly with the man in the pink with the narration of 'stand out' which is then followed by 'blend in' as the other people join dressed similarly. In the first shot the man is presented formally with the business attire. The Sikh religion is clearly shown through the religious headwear and is clearly a key part in the mans everyday outfit. The continuity of pink in his outfit suggests that the outfit is planned and structured as each item matches each other. Noticeably the establishing shot is taken on 'Onslow Gardens' corner which is a very affluent area in London. This shows clear wealth and represents the economic divide as the man is available to buy matching clothing as he lives in a wealthy area. In the second establishing shot where the other men join we see that the religious headwear is worn by each of the men which shows the large religious population in the affluent area. This therefore shows the representation of the wealthy Sikh population in this particular area. 

In this shot the woman is represented to be outgoing and full of confidence as she braves to defy social norms of society. The medium close up shot shows the young woman openly presenting her underarm hair with confidence. She is not oppressed by societies standards. Her power is presented in the setting of the shot as she is presumably standing on a high rooftop which enforces her self-confidence. In this shot there is the non-diegetic sound of the narration stating 'show it all' which is referring to the body hair and the confidence which enables the woman to do so. The underarm hair is a natural image which conveys the ethical message.  H&M have presented the woman in this way in order to portray their ethical ideologies as they are trying to be more natural and are using this advert to show all that they are doing to recycle fashion.