Commercialisation of Sustainability: H&M

Sustainability is a global initiative that demands the need for change within the fashion industry. Increasing awareness surrounding the impact of fast fashion on the climate, as well as the responsibility for worker’s rights, has projected sustainability into a key issue.

However, fast-fashion retailers still view sustainability as a ‘trend’ and commercialise the concept in order to boost profit for their brand, whilst lacking credibility behind their conscious claims.

Within this blog post I will be analysing H&M and unravelling their sustainability efforts through their conscious collection and green tag labelling as well as providing an alternative outlook on the commercialisation of sustainability.

H&M Conscious Collection: How conscious is it?

H&M’s effort in introducing sustainable ranges into their brand is a step forward in brand recognition of sustainability- but are these ranges enough to change the outlook on sustainability in the mass fast fashion market as a whole?

Launched in 2010, H&M’s Conscious Collection was one that introduced recycled materials such as polyester and organic cotton into their product lines. Although the mention of organic and recycled fibres appears to support the sustainability movement, most of these garments only actually contain low percentages such as 20%. To label an item as sustainable when the use of sustainable materials is as low as this, is a sign of greenwashing. This makes consumers think that they are buying into a range that is composed of a high percentage of sustainable materials and produced in an environmentally friendly way when that is not the case.

Greenwashing

Greenwashing involves the false statements brands make in order for consumers to view their brand as ‘green’. Recognising an opportunity to make profit, brands market sustainability-driven campaigns to draw customers into purchasing under misguided claims. Despite elements of organic and recycled fibres in their garments, the manufacturing of H&M’s Conscious Collection remains the same as their standard range products. The conscious products being produced in the same way makes it hard to limit the overall carbon footprint and claim that the collection is fully sustainable.

Possible positives- raising awareness about sustainability

I wanted to end by crediting positives around H&M as the brand is one within the fast-fashion market that has acknowledged the importance of introducing sustainable alternatives within the industry. As H&M is a popular high-street retailer, including collections that claim to support a greener fashion climate spreads awareness around sustainability. With these sustainably labelled campaigns, they are exposing the fast-fashion consumer that shops at H&M to sustainability, possibly sparking curiosity, and raising awareness.

Overall, the commercialisation of sustainability is evident within many fast-fashion retailers. It is important to realise and hold brands accountable for using the sustainability movement as a marketing strategy to boost profit whilst continuing to contribute to the damaging effects of fast fashion.

Thanks for reading!

Ria x