Just last week, surrounded by acres of sustainable farmland at Stone Barns in Tarrytown, New York, H&M debuted the new addition in its Conscious Collection. Just as the slow-food movement was responsible for our lunches that day, the brand was there to celebrate its latest efforts in slow fashion. Specifically, this meant the launch of the fall line and the addition of recycled cashmere and recycled velvet to its offerings.
The materials—while appropriately autumnal—also are a huge achievement for H&M. As Emily Scarlett of H&M’s PR team tells us, the ability to create beautiful and responsible materials is one of the biggest challenges the Swedish brand current faces. “Today we’re one of the worlds largest user of organic cotton, recycled polyester and Tencel,” explains Scarlett. That said, there’s still a long way to go before H&M can hit its goal of using solely sustainable materials by the year 2030.
Thankfully, as Scarlett and the event’s co-host, Susan Rockefeller of Musings magazine, tells us, the power to shop ethically is still very much in consumers’ hands. In fact, the duo explained how it’s possible to shop fast fashion with a slow-fashion mentality.
Below are the three best pieces of advice from Scarlett and Rockefeller on how to buy and care for fast and affordable fashion in a responsible way. Plus, take a look at the new H&M Conscious line, available to shop today.