When H&M sets out to do something great, they do so with conviction. Although perceived to be a supplier of fast fashion, and often criticized for this phenomenon that means literally changing the rails every other day, they commit to some serious causes when they decide to contribute to sustainable fashion. Not only did they launch a unique program which allowed the consumer a discount for every bag of clothes brought into the store, but they also re-distributed or recycled these "trade ins", extending the life of clothes and reducing their carbon footprint at the same time. When sustainable fashion becomes the criteria it raises a brand's reputation and makes it all the more attractive to shop their conscious and studio collections. Many veterans behind the high end fashion brands frowned upon it when H & M entered the likes of Paris Fashion Week a few years ago, yet left them in awe with their striking collections. When considering the quality and sustainability of these particular and more upmarket lines, one can shop this brand without a guilty conscience as you will be shopping for a good cause and buy garments where value meets price. Their collaborations with well known brands are well received and if my ears are not misleading me, they will be launching a collection by Kenzo soon....
I bought some studio collection items abroad long before H & M came to South Africa, and can proudly say that they were made to last, of good quality fabric, and rather timeless. Lets take a peek of what was displayed on the runway at Paris Fashion Week this year, with the entire studio collection due for worldwide launch in September! That pinstripe suit already has my name on it.....
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