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Sustainable Fashion News

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H&M's Circular Design Story Collection & Greenwashing: the good, the bad and the ugly

As part of H&M’s Innovation Stories the company launched a collection focused on circularity on the 9th of December. The pieces of the Circular Design Story-collection look incredibly fun and influencers all over Instagram are posting pictures in the cute circular outfits. On the moment of release, there was actually so much interest that the website collapsed! But, how good is the collection actually in terms of sustainability? Is it greenwashing or are we witnessing systemic change? Let’s zoom in on the good, the bad and the ugly of H&M’s Circular Design Story-collection.