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Agenda-setting intelligence, analysis and advice for the global fashion community.

Once Sweden’s Top Company, H&M’s Struggling to Sell Its Rebound Story

From its 2015 peak, the fast-fashion brand has lost roughly half its market value, erasing tens of billions of dollars in equity.
Model on runway wearing long black coat and, shaded sunglasses and a oversized leather clutch.
Alex Consani walking H&Mx180:The London Issue runway, wearing H&M Studio's Autumn/Winter 2025 collection. (Isidore Montag)

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Further Reading

The Game of ‘Selling’ Sustainability

From H&M’s bid to draw shoppers in with its sustainable positioning, Shein’s new circularity study and a campaign showing athleisure can be made using clean energy, fashion is trying to figure out sustainability’s saleability.

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