Model Cecilia Zevenhek (?) is styled by Koen T. Hendriks in key pieces from the H&M Spring Conscious Collection. Photographer Ina Lekiewicz is behind the lens for L’Officiel Netherlands April 2019. / Hair by Hester Wernert; makeup by Kathinka Gernant
The Swedish retailer announced last week that it’s taking a giant leap in the transparency category, launching full transparency details for all garments sold on hm.com. In 2013, H&M was the first global fashion retailer to publish their supplier list online. In 2017 a transparency layer for the Conscious Exclusive garments was added on ht.com. The company writes:
“For each of our garments, we now share details such as production country, supplier names, factory names and addresses as well as the number of workers in the factories. In addition, customers can find out more about the materials used to make a specific garment. By sharing extended details on where our garments are made we make it easier for customers to make more informed choices when shopping. “
“We are so proud to be the first global fashion retailer of our size and scale to launch this level of product transparency. We want to show the world that this is possible. By being open and transparent about where our products are made we hope to set the bar for our industry and encourage customers to make more sustainable choices. With transparency comes responsibility, making transparency such an important factor to help create a more sustainable fashion industry”, says Isak Roth, Head of Sustainability at H&M.
Customers can also access this information when shopping in H&M stores, using the H&M app to scan the price tag of a garment — which will then bring up all the production details. This level of transparency will absolutely impact the entire fashion industry and also the expectations of consumers supporting various brands. ~ Anne