Hennes & Mauritz (H&M) has evolved into a contemporary fast fashion company that is consciously changing how we buy and make fashion. This business model developed in the mid-2000s and started a shift in customer shopping methods allowing them to capture current fashion trends straight from the catwalk. H&M sustainability model is industry leading. These trends are designed in an inexpensive and timely manner, offering fashion and quality at the best price.
H&M sustainability successfully provides the opportunity for customers to wear runway-inspired designs that were previously only enjoyed by the affluent. So much so that Karl Lagerfeld preaches to “Never use the word ‘cheap’. Today everybody can look chic in inexpensive clothes (the rich buy them too). There is good clothing design on every level today. You can be the chicest thing in the world in a t-shirt and jeans – it’s up to you.”However, criticism and backlash of this type of consumerism has led companies to be blamed for certain things like pollution, waste, and poor working conditions; leaving customers confused whether to feel guilty or excited about their purchases.
H&M has recognized this growing concern in the shopping community and is at the forefront of their business creatively confronting sustainability. Just last year they released a Sustainability Report identifying how they organize sustainability efforts such as being the world’s largest user of organic cotton! I always try to consider my impact on the environment, especially when buying clothes. My goal is to make sustainability and fashion a priority, even wearing an outfit multiple times can be a step. Thankfully H&M’s look to the future allows customers to in addition to looking good to start feeling good about what they are wearing. Kudos to making fashion sustainable and sustainability fashionable!