A Captive Audience

H & M Sustainable Style?
February 6, 2011, 3:04 am
Filed under: Research | Tags: , ,

H & M Sustainable Style? « Centre for Sustainable Fashion.

“H & M have to be given a thumbs up for so prominently promoting sustainability in one of their flagship stores; even though the relevant pieces are a small percentage of their overall collection, they are clearly showing a commitment and willingness to frontline the concept of sustainable fashion, at least in Regents Street.

“It’s interesting that they’ve decided to focus on sustainable materials as the selling point. Materials are the thing we can touch and feel; they give us something seemingly definite to say, “it’s organic”, “it’s recycled”; the question is does this just provide us with a comfortable excuse to buy more, another dress is fine because it’s organic! I’m waiting for the H & M durable design collection, what would that look like?”




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