Madam, from the perspective of customers in many different markets, how have the perception and expectations of innovation in sustainable fashion changed over the years?
Green fashion needs technology power and realistic commitments
With H&M sustainability has been a part of our work for more than 20 years and the pandemic has prompted us to accelerate progress. After the pandemic, awareness and interest in sustainabilityhas increased globally and also in Southeast Asia. If in the past, sustainable activities were mainly promoted and initiated by individuals and organizations for the environment
now, it comes from customers themselves. In Vietnam, we observe that customers are gradually actively moving towards a green lifestyle, and they also want and expect businesses to create sustainable activities in their business. However, we believe there is still a need to continue to raise awareness among our customers. By providing more conscious shopping choices, we aim to inspire and drive behavior change so that customers can not only dress well, but also see how fashion can create value. means.
Climate change remains one of the greatest challenges of our time. We need to move towards circularity and become climate active throughout the entire value chain. This means, maximize the value of products and resources by reusing and repairing them as much as possible before recycling . That not only minimizes and prevents impacts on the environment, but also protects and restores the biodiversity and ecosystems of which we are all a part.
At H&M, we work closely with the Ellen MacArthur Foundation (EMF), a charity leading the way in global efforts to transition to a circular economy. H&M’s circular strategy supports EMF’s vision of a circular economy and it encompasses all of our business divisions such as: Circular products – Currently, 80% of materials are used in apparel at H&M are from recycled or other materials of more sustainable origin.
For cotton we have achieved 100%; Circular Supply Chains – Build supply chains that keep products moving and support circular production processes and material flow; Non-commercial goods products, including reusing and reducing H&M packaging and using more sustainable materials; Customer Experience – Make it easy for customers to access and participate in the circular trend of products being used more, repaired, reused and recycled.
Fashion is now heavily dependent on natural resources. By 2030, all materials at H&M will be recycled or other sustainably sourced materials. Besides recycled polyester, organic cotton and Lyocell, H&M also continues to innovate to introduce groundbreaking new materials in fashion.
Some of the achievements include the latest H&M Cherish Waste collection including MIRUM®, recycled silk and AirCarbon or the Fall 2021 H&M Co-Exist Story collection, which is certified vegan by PETA and the H&M collection. Conscious Exclusiveincluding new materials, Bionic and Econyl, also made from coastal waste that we had the opportunity to introduce widely to customers in Vietnam.
We recognize the power of innovation and technology to help create the changes expected in the fashion industry. We seek, test, and support initiatives that lead to positive change in fashion. Prominent is the H&M Foundation’s Global Change Award – every year the winning initiatives receive support from the H&M Foundation to be able to develop, test and replicate because we think that it is necessary to scale up. of groundbreaking initiatives to achieve the goal of democratizing sustainable fashion.
20% of emissions in the fashion chain come from consumer consumption, which means we can all make a significant contribution towards a more sustainable fashion future. A few examples of what H&M is currently working on in Vietnam are the apparel purchasing program at all H&M Vietnam stores nationwide and the Let’s Reuse project to encourage customers to bring reusable bags.
use when shopping. In Southeast Asia, we also recently launched paper packaging for our online orders to completely replace plastic packaging, and we are continuously educating our customers here on how to They can extend product life by caring for, repairing and recycling favorite items.
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