What do you think about H&M’s Eco Steps?

Hello Readers,

H&M will launch this week a Conscious capsule collection with Ever Manifesto‘s collaboration- a publication and sustainability think tank.

The pieces are made of organic cotton, silk, leather, recycled polyester, etc… What does it mean?

Organic cotton is generally understood as cotton and is grown in subtropical countries such as Turkey, China, USA from non genetically modified plants, that is to be grown without the use of any synthetic agricultural chemicals such as fertilizers or pesticides. (source: wikipedia)

HM-Conscious-Collection-Spring-2014-Campaign-6

The collection is inspired by bohemian couture with the flair of Spanish flamenco. The line is beautiful but I really think it will be hard to wear for the everyday life. I won’t personally don’t get anything. Prices are higher than what we are used to know with the Giant fast fashion retailer. How do you feel about that? Are you willing to pay more if it’s made of sustainable materials? Or if you are the kind of green customers, do you think eco fashion labels should save you a couple of $$?

I really like the steps H&M are taking but I can’t help myself thinking it’s just marketing greenwashing oriented!

How ironic is it for the Fast Fashion Giant Retailer to go “Eco fashion” while it’s undeniable that its model is itself wildly unsustainable, with its focus on producing cheap disposable clothing for a world where tastes seem to change by the minute. As a pioneer of this business model, H&M is fast forwarding fashion trends, as well as driving down the costs of clothing to the delight of consumers but the detriment of competitors, including ones that operate more sustainably.

Besides, reading all these “incidents” don’t make the brand looks better in its Conscious Plan:

– Although H&M is a member of the Fair Labor Association, which aims to improve working conditions in factories, the company was recently hit with a slew of bad press after a series of mass fainting incidents at partner factories in Cambodia.

– A Greenpeace report alleged that H&M-affiliated factories are discharging hazardous chemicals into rivers in China.

– In 2010, the German edition of the Financial Times reported that H&M was knowingly passing off genetically modified cotton as organic. That same year, it was discovered that an H&M store in Manhattan was destroying and discarding bags of excess merchandise. H&M representatives insisted that the incident was isolated, and that company policy is to donate unworn clothing to charity.

One point I like and believe can make a difference is using the brand’s popularity to educate customers about one of the world’s most polluting industries and change their behavior for the better but please, let’s not hear one more incident like the above!

When you think about the whole chain, not only the fabrics are involved but the transportation (gas), packages, labels which are all polluting actors… Is H&M thinking about these other factors?

In a world where resources are limited – even though most of people think and act like it’s not – are you willing to make a change in your wardrobe for the future of our planet and our children? And at which price?

I’m looking forward to read your comments and opinions as there is a project growing in my mind for a greener fashion future!!! 😉

Happy Monday.