H&M called out for dubious sustainability marketing

In April of this year H&M distributed a press release championing itself as the first major retailer of scale to publish the names of its suppliers and makers of its product in a bid to "transform the fashion industry and make it more sustainable.” A month earlier the Swedish fast fashion chain unveiled its latest Conscious collection in Los Angeles, which it said "explores the healing power of nature, while also embracing innovation with sustainable materials and processes for a more sustainable fashion future.” But not everyone is swayed by H&M’s narrative when it comes to sustainability. This week the retail behemoth was publicly criticised by the Norwegian Consumer Authority (CA ) for “illegal marketing” and promotion of its Conscious collection.