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

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.
H&M logo on store
H&M's upgraded store in South West London, a part of the brand's play to be seen as more elevated, climate friendly and affordable. Only time will tell if its sustainability positioning will connect with customers. (Courtesy of H&M)

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