Fashion—be it fast or slow— needs to have a positive impact (to us at least). We’re not into hype words and certainly not into debating what is ethical or non ethical. Our question is this: can we use fashion to solve everyday problems? Provide solutions to hunger, waste, social injustice etc? A person or entity who provides or is attempting to provide such solutions is an Econista.
Enters the Swedish company H & M—expressly the sustainability team which includes (but not limited to): Head of Sustainability Anna Gedda, Sustainability Business Expert Cecilia Strömblad Brännsten, Environmental Sustainability Business Expert Madelene Ericsson, and Sustainability Manager for Business Development at H&M Elizabeth Swayze.
Last year, the retailer launched a conscious line that sold at 160 H&M stores and it’s e-store hm.com with model Natalia Vodianova, as the face of the label.
In the campaign she features various articles of clothing and accessories; some made of repurposed materials from plastic bottles recovered at shorelines and other clothing made from environmentally friendly materials.
Let’s take a walk down memory lane and view the innovation that came from these great minds (P.S. team Econistas can’t wait for our community to see and purchase about what comes next):