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BARS 2022

Sustainable fast fashion: A study of H&M’s Conscious Collection


Angela Ng 


Elizabeth Wissinger PhD 


Hennes and Mauritz (H&M) is one of the leading fast-fashion companies that promote sustainability. In 2010, H&M launched its first Conscious Collection to make an effort to create great fashion clothes made with sustainably sourced materials from organic cotton and recycled polyester. 10 years later, H&M is running its Conscious Collection campaign every year, moreover, claiming they are sustainable in its fashion clothes. The purpose of this study is to investigate the sustainability claims based on H&M. It is significantly important for consumers’ increasing awareness of the fast fashion companies i.e., commitment to creating garments containing more sustainable material, caring for the people and the environment. Studying the corporate sustainability websites of H&M, sustainability reports of the Conscious Collection, and conducting a systematic review of the relevant published literature on the effect H&M has on fast fashion and sustainability were applied in the first part of the study, and to be applied in the second part of the study, is a Biodesign challenge; a team of students is designing ideas to combat fashion waste and environmental damage. In this study, we examine some aspects of Biodesign, fashion, and sustainability and look at ways to make sustainable fashion. This study also indicates that it is unclear to consumers whether H&M is engaging in sustainable manufacturing and sourcing or simply painting itself as more sustainable than it really is to sell more products.