H&M and its efforts in honoring the value of eco fashion

Sustainable fashion is no longer a modern trend. It is gradually becoming a moral principle that brands want to contribute together for a greener, cleaner future.

Sustainable fashion, or eco fashion, not only helps to save the fashion industry's garbage pollution, but also goes along with the economic problem. Indeed, the choice of sustainable clothing seems to be a smart way of spending, which is worth investing in because of its long-term quality and environmental friendliness, along with both human and environmental benefits.

What adds to the value of a sustainable fashion item? Prices are always the top priority, the next is the form and this is the common habit of shopping. Sustainable fashion adds to the value of humanitarian attire: we help the contributors creating costumes get paid accordingly, and we are also humane with nature and the environment since we create a future worth living for the next generation.

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A promotion campaign of sustainable fashion by Stella McCartney

The pioneer in this area is Stella McCartney. The designer's acquisition of his own brand from the Kering Group recently because of the desire to pursue the sustainable value of fashion is considered the most complete commitment.

In addition to Stella McCartney, other notable sustainable fashion brands are Everlane, Patagonia, Reformation, Eileen Fisher (USA); People Tree, Thought Clothing, Mayamiko (UK); Encircled (Canada), Ankura (Peru)… Even huge names like Gucci, Versace, Fendi, Michael Kors and most recently Maison Margiella all removed natural fur from their product. This is a good sign proving that unethical fashion will gradually regress.

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Gucci says no to natural fur

Large-scale campaigns by human rights organizations and environmental protection organizations have shown the power of awareness, advancement and civilization of modern society. Not so fast, but the number of consumers who pay attention to the quality of clothes they wear on a daily basis is still increasing. Recognizing this, fast fashion brands are gradually transforming themselves to "green" labels. The pioneer of this trend is the big H&M.

Every year, in order to contribute to the change in consumers’ perception and to the sustainability of fashion, H&M brand holds the Conscious Week with the Conscious Exclusive Collection as its highlight, with designs that are completely durable, from material to human resources. Moreover, there are also inspirational stories throughout the process of creating the eco products of the brand. 2018 is the seventh year of this campaign.

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The leader of this green trend is H&M

In line with the event, in 2016, the Swedish garment brand launched the Recycle Week, combined with British artist MIA to release "Rewear It". The song encourages consumers to recycle old clothing at more than 3600 stores worldwide.

In 2017, H&M also invested in the most advanced technology, succeeding in creating eco-friendly polyester fibers recycled from marine waste. This innovative material is called BIONIC®. Continuing to inherit and develop the previous advances, the mass brand introduced the exclusive ECONYL material, recycled nylon fibers made from nylon waste and old fishing nets, which were floating in the ocean and collected by the H&M's hard-working staff. This practical action of the brand has contributed to reducing the impact on the Earth's climate and cleaning up the ocean.

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Sustainable designs in the latest collection called “Conscious Exclusive”

 

 

 

By: Quinn Abrams

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