Analysis: Could sustainability labels spark a better future for fashion? | Analysis


Exterior of H&M store showing shop fascia

As H&M becomes the first major retailer to add sustainability credentials to individual items of clothing in partnership with the Sustainable Apparel Coalition (SAC), Retail Week explores what the move could mean for the fashion industry.

It has started small – with four dresses, a bodysuit and a pair of shorts, to be precise – but H&M’s decision to add details about the environmental impact of its ranges to product labelling could have much bigger implications for fashion and the way we buy clothes.  

The fashion industry is notoriously unsustainable, with fast-fashion brands rapidly churning out garments that are often worn once and then thrown away.

Speaking just last week ahead of the G7 summit, designer Stella McCartney stressed that the government needs to change policies and laws in order to incentivise more sustainable behaviours across the industry.


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