Currently, fast fashion is one of the most popular markets to shop for those who want to constantly stay on trend without having to break the bank. Superstores like Zara, Forever 21, and H&M, among many others, impressively release collection after collection in quick succession in order to consistently provide consumers with most recent, up to date fashion at an insanely affordable price. While this greatly benefits both the consumer and the brand, history has proven that fast fashion’s success has a lot to do with unethical and non sustainable practices.
H&M has been a big culprit when it comes to these issues. That being said, they are one of the largest retailers to begin implementing sustainable ideals into their product. In their most recent “Conscious Collection”, a collection based on sustainability by using organic or recycled materials, H&M used organic cottons, both Lyocell and Tencel (materials that are made from wood pulp and are biodegradable), and partially recycled polyester, among other materials. The company has pledged to start being more transparent with their consumers as well. With each garment, H&M has an explanation of all materials used as well as the specific factory it was produced in, if available. Both of these concepts are good strides in the very long journey of becoming a fully sustainable company.
This “H&M Stride to Sustainability” moment features garments for all shapes and sizes, just like their other non sustainable collections. From women’s athletic wear to maternity to lingerie and everyday wear in between, H&M has successfully used their sustainable materials to create fashion forward pieces for everyone that are still reasonably priced. Sustainability is becoming the new norm and I can’t wait to see what else H&M has in store.