Their recycling initiative offers customers vouchers for recycling old clothing but this only influences further consumptions, relying on the fast fashion model. With clothes as cheap as £5, is this just promoting our short-term habits of single-use clothing? This sustainable range accounts for only 5% of their overall products, so how conscious are they of our planet? H&M’s Conscious collection is ethically sourced and uses recycled and organic materials for ladies, men’s and kids’ fashion.
But is this just a publicity stunt to increase revenue or do they really care? H&M imply they’re leading the industry towards a sustainability wave. H&M – Hypocrites or advocates for sustainable fashion? With continuous targeted advertisements, sales and discounts, it’s hard to resist. We show off our wealth, style and personality but once this temporary fulfilment is over, it’s a vicious cycle to continuously satisfy our rational materialistic values, becoming a desire not a necessity. Consumer purchase behaviours are driven by short-term pleasure. The fast fashion model has spiraled into a marketer’s dream. It amounts to over 80 billion garments being sold to customers annually.
What is fast fashion?įast fashion is the mass-production of cheap clothes, a trend that has exacerbated with the influx of retailers, like H&M and Zara, offering never-ending seasons of new clothes. The problem isn’t what’s available to buy, it’s the throwaway culture of continuously buying new garments. That’s more than road transport and agriculture. By 2050, it is estimated that clothing production will account for 25% of the world’s carbon budget. These appalling consequences of the lucrative fashion industry are only going to increase as consumers continue to buy cheap clothes. 20% of industrial water pollution stems from textile development and this booming industry emits 1.2 billion tonnes of greenhouse gas emissions a year. The fashion industry is the second largest polluter in the world, coming second to the oil sector. Both launched sustainable and ethical clothing collections, but do they really care for the environment or are they simply contributing to the monsters in our closets? H&M and Zara are the two largest fashion retailers in the world, contributing enormously to the fashion industry being worth $2.4tn.
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