H&M Cherish Waste

WHAT WE SAY:

We have mixed feelings about these kinds of collections. Yes, it is encouraging that brands like H&M are experimenting with next-gen materials like Mirum. It gives investors confidence that there is mainstream demand and so helps attract the financing they need to scale. But we also want to scream: why are these huge brands so timid?

H&M sells USD 20 billion of clothing each year. We need so much more than these limited edition ‘special collections,’ which often feel like they are more about getting some positive PR than driving meaningful change. We even question the range title. There is no waste in nature - everything becomes a nutrient for the next cycle of growth. So as a designer, use these as inspiration. But please: aim bigger, higher and faster.