Is H&M Ethical, Sustainable, or Fast Fashion?

If you are wondering, “Is H&M ethical”, or, better yet, “Is H&M fast fashion” you are in the right digital place. In this article, we’ll go over the brand’s multiple greenwashing efforts; have a closer look at H&M’s environmental impact and labour conditions as well as share light on the multiple H&M fast fashion pollution issues.

H&M is a multi-billion company that has become a household name in the fashion industry. Founded in 1947, the brand currently has o ver 5,000 stores in 74 countries worldwide. In fact, It’s the second largest retailer in the world, right after Inditex. On average, H&M is the subject of more than 30 million Google searches per month. More precisely, the company proudly holds the title of web’s most searched-for fashion brand, ahead of Zara (25 million searches), Adidas, Nike, and ASOS.

Influencers, celebrities, and sartorial experimenters alike tout H&M for its affordability, and trend-driven designs which are the major contributor to its success. However, Swedish the company has also faced criticism over the years regarding its ethical and sustainable practices. The industry giant generously integrates buzzwords such as “sustainability”, circular economy” and “recycling” in their marketing strategy. But, can these claims actually hold merit when H&M’s assortment sits between $20–35?