H&M breaks every fashion rule. Except one.

Plus sized, small sized, or no size. Sikh, Muslim, or Atheist. Male, female, or everything in between. Everything goes in this H&M’s latest campaign.

What starts off as yet another glamourous upmarket fashion video quickly turns out to be a manifesto for the freedom of choice, and diversity, and of course, recycling. “Wear whatever, be anything” is the fashion giant’s message to the world. Through a series of empowering images and an inspiring voiceover, the commercial ends with an undeniable call-to-action for H&M’s clothes recycling campaign.

So watch the video. And follow H&M’s one rule of fashion: recycle.