It’s well-reported just how much of a negative impact that fast fashion has on the environment. As one of the world’s most famous fashion brands, H&M has found itself under the spotlight.
If H&M is to achieve its ambitious goals around sustainability the business needs to become circular, minimising any garment’s drain on resources by enabling easy reuse, repair, and recycling.
With this in mind, H&M created the Circular Design Collection range, which was rolled out online and in key London stores in December 2021. Made to be loved, shared, repaired, and recycled. The range features innovative fabrics and techniques such as Resortecs®, a dissolvable sewing thread for attaching sequins and beads.
OOH has been central to H&M’s media mix. It plays an important role in reaching a fashion-conscious Gen Z audience. Just as it does for online fast fashion brands such as Boo Hoo and Missguided.
But the problem is, OOH has its own environmental issues.