H&M has been a household name in the fashion industry known for creating staple wardrobe pieces and becoming the pioneer when it comes to the changes in the fashion industry. Since Grazia Middle East is all about fashion and sustainable changes, we had Editor-in-Chief Alison Tay take us through the entire sustainable strategy of H&M and the ultimate tips on creating a sustainable wardrobe and creating a conscious mindset when shopping.
With the fashion industry impacting the climate crisis, H&M is taking the responsibility to stay within the planetary boundaries very seriously. The brand has created a sustainability strategy where 65% of all materials are recycled organic or made from sustainable material, which results in upcycling and recycling garments. By reselling, offering rentals and repairing garments, H&M has created a plan to better help its customers bring new designs to their wardrobe without producing more garments.
When needing pro advice on how to shop responsibility, Tay mentioned that asking questions about your wardrobe and understanding the importance of ethical treatment for the workers is crucial—knowing who makes our garments and in what conditions are equally important as working with sustainable fabrics protecting the environment.
Nowadays, we find ourselves heavily influenced by social media when it comes to repeating outfits, allowing us to step away from repeating certain looks. But really, we should be backing away from that mindset and tapping into our creativity when reworking our pieces. After living in sweatpants for what seems like forever, it has shown us a genuine appreciation for our wardrobe and allowed us to become more creative with what we have. As a little insider pro-tip, finding colours that suit you and sticking to classic pieces is a more responsible way to shop. Even if you find yourself unable to shop sustainably, sourcing items you believe you can wear more than once is the ultimate solution.
Over the past couple of months, industry leaders have started to shift their perspectives and take more actions toward sustainability. Throughout the pandemic, 85% of businesses have stated that the pandemic was a wake-up call for them and one that urges them to revaluate and work toward long term sustainability.
In the Middle East and Abu Dhabi, The Middle East Fashion Council claims to be the first fashion council with sustainability at its core. They are committed to speaking out when it comes to anything that uses or abuses or natural resources. The Fashion Council has created multiple programs to support and encourage fashion students and local designers to make the Middle East industry more sustainable in all fields. Allowing local designs to expand into the international market and lead by example.
Abu Dhabi sustainability week has been working with scientists and entrepreneurs on more efficient ways to introduce and preserve our food and water. Sustainable forms of water with sustainable fuels and finally using digital technology to tackle real-world solutions to eliminate poverty and transform our daily lives. The future of sustainability in Abu Dhabi will include harnessing artificial intelligence to make it easier for us to gain access to information that will help us transform our habits. The next generation is in an incredibly powerful position to lay the foundation with conscious and sustain changes.
With a strong community and staying educated, we can all work together on a brighter future for our planet. One shopping trip at a time!