While H&M is one of the most prolific jewels in fast fashion’s crown, the major fashion retailer tries to do good while wardrobing the world. Last week, the Swedish company launched a €1 million prize in a bid to encourage scientists and entrepreneurs to work towards solving the challenges of pollution and waste. This prize coincides with the launch of the H&M Conscious Collection, a now annual effort by the brand to introduce customers to eco-friendly and recycled clothing. The Conscious Collection has been going from strength to strength ever since its launch in 2013 which saw celebrities such as Helen Hunt wear its gowns to red carpet events. This Autumn the Conscious Collection is focusing on denim, with ten items including women’s jeans, a boiler suit, dungarees and jackets on offer for discerning souls with a taste for the sustainable. The theme is ‘close the loop’ and the goal is to inform people that the bin isn’t the final destination for an item of clothing.
H&M is also working with London College of Fashion’s Centre for Sustainable Fashion to up the ante this year on the Conscious Collection, with an accompanying array of creative window installations in selected UK stores using clothes donated to the company through its garment collecting initiative. The goal of the project is to showcase to intrigued customers that clothes can enjoy an extended lifeline with a dose of intelligent creativity. Bitta recycling and a throwing away of all those ‘rules’ – sartorial happiness goals. (Check out the snazzy video they made below to reinforce this rebellious attitude.) Dublin’s South King Street store is enjoying the island of Eire honours and over the next week, customers will have the chance of winning a €250 voucher to spend in stores by instagramming their guess of the number of garments used in each installation (South King Street window display image below) and posting a picture of the window tagging @hm and the hashtag #CloseTheLoop.
The capsule collections for ladies, men and children will be available in all stores worldwide from Monday 7th September 2015.