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Tag: h&m

  • New H&M retail brand revealed

    New H&M retail brand revealed

    The next new H&M retail brand will be called Arket.

    The first of the brand’s stores will open in London in late summer or early autumn this year.

    H&M CEO Karl-Johan Persson said Arket will be priced above H&M. He described the concept as “simple, yet timeless and functional”.

    Fast-fashion retailer H&M told Business of Fashion that Arket – the Swedish word for “sheet of paper” – would be positioned as a “modern-day market that will offer essential products for men, women, children and home”.

    Perhaps the most surprising feature of the new store brand is that it will sell selected lines from non-H&M brands beside its own label.

    At the release of the company’s results in January,  revealed the company would launch one or two new brands this year, joining Cos, Monki, Weekday and Cheap Monday.

    “In 2017 we are looking forward to delivering strong collections and customer experiences and launching one or two new brands. This, combined with the ongoing improvements and our investments in the omnichannel offering, the supply chain and advanced analytics make us positive towards our opportunities for reaching our newly rephrased growth target, both in 2017 and going forward,” Persson said.

    Arket is clearly the of those new H&M retail brands.

    In an interview with BoF, Arket’s creative director Ulrika Bernhardtz described the brand’s DNA as “timeless, crisp, quality and warmth”.

    “Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh. Quality is not only the feel of garments; it’s also how they are produced. Warmth is about being generous and personal.”

    An Asian launch for Arket is not imminent, with BoF reporting it will be simultaneously launched in 18 European markets this year, starting with Brussels, Copenhagen and Munich. Some stores will feature a cafe serving “new Nordic” cuisine.

  • 6ixty8ight expansion plan to Korea

    6ixty8ight expansion plan to Korea

    Hong Kong-headquartered youth fashion brand 6ixty8ight has chosen South Korea for its first international foray outside Greater China.

    The company will open a flagship store in Myeongdong, downtown Seoul, at 992 sqm, its third largest footprint. A second store will follow on the fashion street of Garosu-gil in Sinsa-dong of southern Seoul.

    Owned by Hop Lun Group, which has for 25 years manufactured lingerie for many of the world’s largest brands, 6ixty8ight sells affordable, fashionable lingerie and casual wear designed specifically for the Asian female figure.

    Over the last two years, the retail brand has undergone a revamp and launched a major expansion, now numbering more than 130 stores through Hong Kong and Mainland China.

    Last year, in an exclusive interview, 6ixty8ight COO Anders Heikenfeldt said the secret to the brand’s new success has been a single-minded focus on who it is, what it stands for and who its customers are – a narrow band of 15 to 30 years.

    “We have a unique offer. Our value proposition is different to H&M, Zara, Forever 21 or Uniqlo – they go broad trying to cover menswear, women, kids – very mass – and they have something for everyone under the one roof.

    “Our strategy is to be very different and to be very true to our target. That’s our DNA. We are not going to divert into men or older customers.”

    At the time, Heikenfeldt said the company was in the final stages of planning to enter two international markets. It has not yet revealed the second.

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  • Emerging markets like Vietnam help Inditex outpace H&M

    Emerging markets like Vietnam help Inditex outpace H&M

    Fashion retailer H&M’s sales fell unexpectedly in February while Inditex, which owns Zara, pulled further ahead of its Swedish rival, helped by its expansion online and a bigger emerging market presence.

    Inditex, the world’s biggest clothing retailer, has consistently outperformed H&M in the past few years as a result of online growth and its push into new markets. The Spanish company has also diversified more quickly into higher-priced brands, reducing exposure to the rise of discount chains like Primark.

    H&M has embarked on plans to roll out ecommerce in more markets this year and speed up expansion of newer brands such as the mid-market COS and & Other Stories.

    But on Wednesday H&M revealed that local-currency sales fell in February for the first time in four years, slipping 1 percent year-on-year, against a forecast in a poll of analysts for a 6 percent rise. H&M’s shares fell 5 percent.

    In contrast, Inditex’s local currency sales rose 13 percent from February 1 to March 12, as customers snapped up items from spring collections like double-breasted jackets, palazzo trousers and embroidered tulle tops.

    This was adjusted for an extra trading day in February 2016. H&M sales were up 3 percent in February, taking that calendar effect into account.

    Inditex results highlight the success of its strategy, with like-for-like sales up 10 percent in the year to end-January, helped by a shift towards opening bigger stores in prime locations that are then integrated with online operations.

    emerging-markets-like-vietnam-help-zara-owner-inditex-outpace-hm

    Inditex opened stores in 56 countries during the year, including its first opening in Ho Chi Minh City, Vietnam.

    Forex pressure

    Inditex’s gross profit margin missed analyst expectations, falling to 57.0 percent in its 2016 financial year from 57.8 percent in 2015. This weighed on the company’s shares which were down 1.4 percent by 1014 GMT.

    Inditex, known for speeding the latest trends from runway to stores in a matter of days, reports in euros but makes more than half its sales in other currencies, exposing it to falls in the likes of the Mexican peso and the Russian rouble.

    Chairman and Chief Executive Pablo Isla said this margin metric would have increased on the year had it not been for the negative currency effects.

    Analysts expect this effect to swing in Inditex’s favor over the next 12 months with a consequent boost to profit margins.

    “We are very keen buyers of Inditex for 2017,” Anne Critchlow, analyst at Societe Generale, said. She said Inditex trades on 26 times forward earnings, compared to H&M on 21 times.

    Inditex opened stores in 56 countries during the year, including first openings in New Zealand, Vietnam and Paraguay, bringing its total store count to over 7,200. It launched online sales across its stable of brands in Turkey and said on Wednesday it would start online sales in India in 2017.

    H&M is more reliant on Europe than Inditex. In Germany, for example, which is H&M’s biggest market, apparel sales fell 9 percent in February, according to trade journal Textilwirtschaft.

    “Market conditions are the main driver of the weak February number,” UBS analyst Adam Cochrane said. “There’s a fear that they are losing market share on a like-for-like basis.” UBS has a “buy” recommendation on H&M.

    H&M reported that sales in local currencies rose 4 percent in its fiscal first quarter to February 28. That compares with a new target for annual sales growth of 10-15 percent. H&M is due to publish its full fiscal first-quarter report on March 30

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  • Zara Thailand launches online

    Zara Thailand launches online

    Zara Thailand is launching online sales in Thailand this month.

    Vietnam will follow, with the service already introduced in Malaysia and Singapore this month.

    Also this year, the brand will start selling online in India, where the Spanish fast-fashion chain is expected to reach sales of US$200 billion by 2025, according to a study by consulting firm Wazir Advisors.

    Additionally, Zara parent Inditex has said it will open a 5000 sqm flagship Zara store in Mumbai, which will be the largest of its 21 outlets in India.

    Inditex says its bottom-line profit rose by 10 per cent to €3.16 billion (US$3.3 billion) last year, beating out its main rival, Sweden’s H&M, which had a net profit of about US$2.1 billion.

    Opening 279 stores in its latest fiscal year, to the end of January, it has nearly 7300 outlets in 93 countries, with five new markets including New Zealand and Vietnam.

  • Emerging markets like Vietnam help Zara-owner Inditex outpace H&M

    Emerging markets like Vietnam help Zara-owner Inditex outpace H&M

    Indite has consistently outperformed H&M in the past few years as a result of online growth and its push into new markets. Fashion retailer H&M’s sales fell unexpectedly in February while Inditex, which owns Zara, pulled further ahead of its Swedish rival, helped by its expansion online and a bigger emerging market presence.

    Inditex, the world’s biggest clothing retailer, has consistently outperformed H&M in the past few years as a result of online growth and its push into new markets. The Spanish company has also diversified more quickly into higher-priced brands, reducing exposure to the rise of discount chains like Primark.

    H&M has embarked on plans to roll out ecommerce in more markets this year and speed up expansion of newer brands such as the mid-market COS and & Other Stories.

    But on Wednesday H&M revealed that local-currency sales fell in February for the first time in four years, slipping 1 percent year-on-year, against a forecast in poll of analysts for a 6 percent rise. H&M’s shares fell 5 percent.

    In contrast, Inditex’s local currency sales rose 13 percent from February 1 to March 12, as customers snapped up items from spring collections like double-breasted jackets, palazzo trousers and embroidered tulle tops.

    This was adjusted for an extra trading day in February 2016. H&M sales were up 3 percent in February, taking that calendar effect into account.

    Inditex results highlight the success of its strategy, with like-for-like sales up 10 percent in the year to end-January, helped by a shift towards opening bigger stores in prime locations that are then integrated with online operations.

    Inditex’s gross profit margin missed analyst expectations, falling to 57.0 percent in its 2016 financial year from 57.8 percent in 2015. This weighed on the company’s shares which were down 1.4 percent by 1014 GMT.

    Inditex, known for speeding the latest trends from runway to stores in a matter of days, reports in euros but makes more than half its sales in other currencies, exposing it to falls in the likes of the Mexican peso and the Russian rouble.

    Chairman and Chief Executive Pablo Isla said this margin metric would have increased on the year had it not been for the negative currency effects.

    Analysts expect this effect to swing in Inditex’s favor over the next 12 months with a consequent boost to profit margins.

    “We are very keen buyers of Inditex for 2017,” Anne Critchlow, analyst at Societe Generale, said. She said Inditex trades on 26 times forward earnings, compared to H&M on 21 times.

    Inditex opened stores in 56 countries during the year, including first openings in New Zealand, Vietnam and Paraguay, bringing its total store count to over 7,200. It launched online sales across its stable of brands in Turkey and said on Wednesday it would start online sales in India in 2017.

    H&M is more reliant on Europe than Inditex. In Germany, for example, which is H&M’s biggest market, apparel sales fell 9 percent in February, according to trade journal Textilwirtschaft.

    “Market conditions are the main driver of the weak February number,” UBS analyst Adam Cochrane said. “There’s a fear that they are losing market share on a like-for-like basis.” UBS has a “buy” recommendation on H&M.

    H&M reported that sales in local currencies rose 4 percent in its fiscal first quarter to February 28. That compares with a new target for annual sales growth of 10-15 percent. H&M is due to publish its full fiscal first-quarter report on March 30.

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  • Retail woes a boost for Hong Kong indie fashion

    Retail woes a boost for Hong Kong indie fashion

    High-end international brands have long held court alongside local Hong Kong indie fashion designers – who are now enjoying greater visibility in the city’s vibrant retail market.

    The city’s deep-rooted love of luxury has seen names like Gucci and Hermes open multiple stores in the city – stores that have co-existed with a stable of local apparel brands, such as Giordano, Baleno, Bossini and Esprit.

    By 2014, consumers’ tastes had diversified and fast-fashion overseas brands began descending on Hong Kong. The arrival of names like Topshop, American Eagle, H&M, Zara and Mango added yet more to the mix in Asia’s favourite shopping destination. Now that shop rents are finally becoming more affordable, independent fashion retailers are increasingly making their presence felt.

    Structural change

    In a report by commercial real estate firm CBRE, Joe Lin, executive director, retail services at CBRE Hong Kong, said that the city is undergoing a period of structural change.

    “Over the previous decade, high-street shop landlords have reaped the benefits of strong demand from luxury retailers and massive rental growth.”

    Lin noted that in the past 12 months, luxury retailers have adjusted their leasing strategies to save costs. “Landlords have become more realistic on rental negotiations, enabling more mid-range brands to tap into prime locations at relatively affordable rental levels.”

    The trend has opened the door for mid-market brands to expand, and for the rise of independent labels.

    “More independent stores are coming back to the market, streets, malls, and even some up-and-coming revitalised buildings in the traditional industrial districts, such as Lai Chi Kok and Kwun Tong,” said Lin. “They modernise the decoration and with the decent F&B outlets that draw good foot-traffic to these areas, independent retailers also benefit from this new trend.”

    Refined taste

    British fashion designer Elizabeth Lau established The Refinery in 2014 after moving to Hong Kong with her husband. Lau said she saw an opportunity to “curate for individuals” in Hong Kong by introducing unique fashion, accessories and lifestyle brands from around the world.

    Her first store, at the creative and design hub PMQ in Central, found a steady following, and in January 2016, The Refinery opened a second retail outlet in Tai Koo.

    Fashion edit

    Partners in fashion Genevieve Chew and Jacqueline Chak, an accountant and architect respectively, launched Edit in Central in 2012 as a concept store stocking emerging brands. They later created their own in-house label, which is described as “one part eclectic femininity and the other relaxed ease.” Their collections are worn by fashion personalities such as Yasmin Sewell, Margaret Zhang and Amanda Strang. The partners have also designed uniforms for Hong Kong’s new boutique Tribute Hotel in Kowloon.

    Fé Valvekens is another career-change entrepreneur who found her fashion foothold in Hong Kong. German-born Valvekens is a qualified engineer who founded fashion label A Day with Fé, blending daywear with yoga wear. Her PMQ store in Central also holds yoga and fashion styling workshops

    Quality indie labels

    Building on her established career in fashion, US expat Jamie Dredge co-founded Polkadot Boutique on Hollywood Road, Central, in 2011. After moving to Hong Kong two years earlier, Dredge spotted a gap between high-end luxury designers and mass-market clothing in Hong Kong.

    Her idea was to offer quality, well-designed womenswear and accessories from indie labels in the US, as well as supporting upcoming local designers.

    “We still have our local-based designers, but are also working with hot new labels out of Los Angeles and New York,” she said. Examples include Yumi Kim and Blank NYC Denim from New York, Veronica M from Los Angeles, and Hong Kong’s What the Frock?!.

    Being an independent retailer in Hong Kong has its challenges, said Dredge. Rents remain high, especially for smaller operators who don’t have the negotiating leverage of a famous brand. The demise of free print lifestyle magazine HK Magazine, which folded last year after 25 years, closed one door for independents to build a profile – and paid advertising is expensive.

    “We now have to work harder on our social media channels – and be more creative in our promotions,” Dredge said.

    On the other hand, word-of-mouth networking is an advantage in a city as close knit as Hong Kong.

    Pop-ups and collaborations

    One of Polkadot’s strategies is to host events where customers can meet the designers for a social night out, which might involve hair and makeup as well as fashion. One of the “biggest perks of Hong Kong” is the willingness of businesses to collaborate with each other, Dredge said.

    “Hong Kong is great for doing pop-up events and collaborations, which get the customers involved,” she said.

    It also illustrates how a physical boutique can still be successful, despite the challenges of online shopping.

    “People still like to feel the clothes, to try them on, to talk to the designer,” she said.

    “A lot of our garments are unique, and many of them exclusive. Our customers aren’t walking around seeing other people dressed the same, and that’s why they come to us.”

    -HKTDC

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  • H&M joins Better Than Cash Alliance

    H&M joins Better Than Cash Alliance

    Sweden’s H&M has become the first global fashion brand to join the United Nations’ Better Than Cash Alliance.

    The retailer says it will encourage its suppliers to pay their workers through mobile money or other digital forms to improve the livelihoods of its workforce, enhance transparency and cut factory costs.

    The Better Than Cash Alliance is a partnership of governments, companies and international organisations aiming to accelerate the transition from cash to digital payments.

    “Digital payments are an efficient and scalable way to improve the lives of the employees of our suppliers,” says H&M social sustainability manager Gustav Loven. “They offer a faster, safer and more transparent way for people to receive their salary, increase financial inclusion and support women’s economic independence.

    “Also, for our suppliers, paying wages digitally can generate savings, increase security and provide more accurate data on wages.”

    Of the 1.6 million people employed along H&M’s supply chain, 65 per cent are women, many with limited access to the financial services they need to create a better life for themselves and their families. Many factory workers worldwide are paid entirely in cash, which entails cumbersome, expensive and dangerous processes for both factories and workers.

    Encouraging suppliers to pay wages through digital channels, such as bank accounts, cards or mobile money, will build on H&M’s sustainability commitment to work with its business partners to promote good working conditions, fair living wages and sustainable economic growth.

    “H&M’s leadership will help inspire other companies in the industry, and beyond, to make the shift to digital payments,” says Better Than Cash Alliance MD Dr Ruth Goodwin-Groen.

    Expanding digital payments to the world’s cotton supply chain could potentially reach 250 million people, including smallholder farmers who have limited access to digital payment systems and financial services in general.

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  • KL Gateway has been launched

    KL Gateway has been launched

    Kuala Lumpur has a new mall, KL Gateway, with a gross floor area of about 500,000 sqft (46,451 sqm).

    Connecting with corporate office towers, KL Gateway has a 10,000 sqft outdoor landscaped garden and offers free Wi-Fi internet access in its common areas. A 100m link bridge connects the mall to the KL Gateway-Universiti LRT station.

    Tenants at the mall include Daiso, H&M, Home’s Harmony, Mr DIY, Times Bookstores and Village Grocer.

    Korean fashion brand The Twee will be opening its first flagship store for Southeast Asia on the ground floor. The store, with more than 929 sqm of retail space, will stock a broad range of trendy Korean apparel, accessories and footwear for both men and women.

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  • Impressive Primark sales growth boosted by new stores

    Impressive Primark sales growth boosted by new stores

    The impressive Primark sales growth over the last half year has been boosted by network expansion with the addition of 16 stores across both Europe and the US – and exchange rates.

    The value retailer expects to end the first half with 329 stores, and 13.1 million sqft of trading space – up 12 per cent year-on-year. Like-for-like sales to date are flat compared with last year at a group level, brought down by store cannibalisation in the Netherlands, but fared better at home, up 2 per cent.

    But tourists drawn to Britain by the low pound have driven sales up 10 per cent at the company’s two London flagships.

    Parent company ABF expects Primark’s sales over the half year to be 11 per cent ahead of last year at constant currency rates. At actual exchange rates, sales are expected to be up 21 per cent.

    Kate Ormrod, senior analyst with GlobalData, says margin pressure will remain the big story for Primark in the second half, especially given its commitment to maintaining prices until August.

    “That’s a necessary move given the importance of staying price competitive at the value end of the market. As a result, operating profit margin for the full year is expected to fall. Some form of price increase can still be expected on Primark’s more expensive products, with investment in design and fit used to justify any hikes, ensuring shoppers still receive value for money,” she says.

    “Being known as the price leader affords Primark some protection at a time when disposable incomes are being squeezed; however, ensuring product ranges remain fashionable and relevant will be imperative to retain appeal.”

    Ormrod says this is particularly important as emerging players such as boohoo.com and Missguided continue to encroach on Primark’s fast fashion unique selling point, enabling them to steal customers and share.

    “Further investment in menswear to address new trends will be important to build Primark’s fashion credentials, as its offer remains more basics-driven than those of rivals such as New Look and H&M,” she concluded.

  • First phase of Europark Dalian complete

    First phase of Europark Dalian complete

    New York-based architecture and urban planning firm Laguarda.Low Architects has completed the first phase of Europark, a 3 million sqft (280,000 sqm) mixed-use complex in Dalian.

    Set on a landscaped park in the heart of Donggang’s CBD, Europark Dalian comprises the award-winning Galleria Mall, a tower of apartment suites, two SOHO office towers and two residential towers, which are planned for the second phase of construction starting late this year.

    “Now the first phase is complete, we are certain the cutting-edge architectural style, contemporary design and endless retail options in this complex will attract attention throughout the region,” says Laguarda.Low principal John Low.

    Officially opened in August 2015, the Galleria Mall is the first European-style shopping centre in Donggang. It is at the site’s centre, offering four levels of retail, including Adidas, H&M, Nike and Zara stores plus an Imax theatre – all arranged around a central skylight that permeates daylight to all levels.

    The Galleria Mall has won such accolades as the China Building Complex Award in 2011, the Design Innovation Award in 2013, a bronze award for retail development in 2014 and the New Media Service Marketing Award in 2015. Laguarda.Low also designed the mall’s interior.

    In partnership with international landscape design firm SWA, Europark has the biggest green park in Donggang. The development is within walking distance of Dalian Port and the Davos Conference Center.

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  • H&M Vietnam to open first store in Hanoi

    H&M Vietnam to open first store in Hanoi

    H&M Vietnam has revealed it will open its first store in Hanoi, not Ho Chi Minh City, the nation’s largest population base.

    The Swedish-headquartered fast-fashion giant has already commenced recruiting staff.

    According to the recruitment ads, H&M will open its first store on a 2000 sqm in Hanoi with roughly 100 employees.

    The recruited employees will be trained overseas for three to five months before coming back to Vietnam to set up stores.

    The firm also plans to hire employees in Ho Chi Minh City where the second store is said to scheduled to open in Vincom Thao Dien, District 2.

    MILAN ITALY – MARCH 18 2015: On the streets of the city. H&M store.

    H&M currently operates around 4300 stores across 64 markets. Last year, after the other fast-fashion empire Zara opened the first flagship Vietnam, H&M announced it would open a store here as part of its global expansion plan for 2017 which also includes Georgia, Colombia, Iceland and Kazakhstan.

  • Zara, Gap, Body Shop slash Indian retail prices

    Zara, Gap, Body Shop slash Indian retail prices

    Global brands like Gap, The Body Shop and Zara are slashing Indian retail prices to stay competitive in the heavily price-sensitive market.

    UK cosmetic brand The Body Shop slashed prices across categories in India by 20 to 30 per cent last week, and US fashion brand Gap is looking to have up to 40 per cent of its products made locally, which should allow prices to drop by 10 to 15 per cent.

    “The process has started,” says CEO J Suresh of Gap’s India franchisee Arvind Lifestyle Brands. The Indian-made items will be introduced next year.

    The Body Shop India COO Shriti Malhotra says its price cuts will make its products more accessible.

    Spanish fast-fashion brand Zara is also looking at slashing its prices to bring them closer to Swedish rival H&M.

    It quotes experts as saying price cutting is one of the most effective ways to boost sales and market share in India, particularly in highly competitive and fast-growing segments.

    “Most brands strategically lower prices for the value-conscious Indian consumer,” says CEO Devangshu Dutta of retail consultancy firm Third Eyesight.

    Inditex-owned fashion brand Zara reduced prices by up 15 per cent when H&M entered the Indian market in October 2015 with its global strategy of aggressive pricing. The move helped Zara record 17 per cent sales growth last year.

    When Arvind Lifestyle Brands took over the business of beauty and wellness retailer Sephora from former franchisee DLF Brands in September 2015, its first move was price correction. “We looked at pricing in Dubai and Singapore and kept it in the band of 5 to 10 per cent lower than that,” says Sephora India CEO Vivek Bali.

  • H&M hiring staff for first store in Hanoi

    H&M hiring staff for first store in Hanoi

    The Swedish fashion giant Hennes & Mauritz (H&M) is preparing for its Vietnam debut this year. The Swedish low-cost clothing outlet, H&M, announced it would open a store in Vietnam this year, making it the fourth fast fashion label to enter Vietnam after Zara, Mango and Gap.

    The company has remained circumspect about where and when the first outlet would open, but a source at the Manpower Group, a multinational human resource consulting firm, told it is handling the entire recruiting process.

    According to a recruitment announcement, H&M’s first store in Vietnam will occupy about 2,000 square meters in Hanoi and employ roughly 100 people.

    The firm also plans to hire employees in Ho Chi Minh City, according to the Manpower announcement.

    H&M currently operates around 4,200 stores across 64 markets.

    In spite of falling earnings, the retailer has shown no sings of slowing down its global expansion.

    In addition to Vietnam, it has announced the plan to open stores in Georgia, Colombia, Iceland and Kazakhstan this year.

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  • Double debut for ‘& Other Stories’

    Double debut for ‘& Other Stories’

    H&M brand & Other Stories will have a double debut in South Korea next month.

    It is opening its first two stores for Asia in Seoul – in Ajotei and Starfield Henan – following stablemate Cos and H&M itself into Korea.

    Founded in 2013, & Other Stories opened in seven cities in Europe, followed by North America.

    & Other Stories MD Samuel Fernström says he is happy to be able to advance the brand into Asia.

    The brand offers women’s shoes, bags, accessories, beauty and ready-to-wear.

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  • H&M Conscious Exclusive range made from shoreline waste

    H&M Conscious Exclusive range made from shoreline waste

    Swedish apparel giant H&M has launched a sustainably sourced high-fashion line made from recycled shoreline waste as part of a wider strategy to source more of their products from sustainable materials.

    The line, called ‘Conscious Exclusive’ will include a full collection for women and – for the first time- kids’ pieces. It will be available in 160 stores worldwide from April 20.

    HM Conscious Exclusive

    Marketing material for the new range, including a video below, challenge consumers: “Imagine a world where a dress can have a positive impact on the planet.”

    The products are made using Bionic, a material made from recycled polyester, and is designed to showcase the different ways that sustainable materials can be used to create stylish fashion.

    HM_Conscious_Exclusive_2017_Campaign_Natalia_Vodianova

    “For the design team at H&M, this year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful. It’s great to show just what is possible with sustainable materials like we have done with the delicate plissé dress made of Bionic,” said Pernilla Wohlfahrt, H&M’s head of design and creative director.

    HM Conscious Exclusive 1

    The campaign is part of a wider strategy that has already seen H&M produce at least 20 per cent of its products from sustainable materials. Also a user of organic cotton, the Swedish brand has committed to sourcing 100 per cent of its cotton sustainably by 2020.

    Supermodel and philanthropist Natalia Vodianova has come on as the star of the Conscious Exclusive campaign, in her first partnership with H&M.

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