PARIS — Having invited its customers to donate used clothing back to its stores, Hennes & Mauritz AB is now encouraging them to reduce the environmental impact of caring for their garments.
The Swedish high-street giant has introduced a new labeling system, Clever Care, developed with Ginetex, the International Association for Textile Care Labeling.
It directs customers to a Web site, clevercare.info, that provides tips on how to minimize the impact of garment care through simple measures like lowering wash temperatures and reducing the use of tumble drying and dry cleaning.
Catarina Midby, sustainable fashion manager at H&M, said the Clever Care logo, which resembles a water lily, already appears on the care labels of around 50 percent of the retailer’s products and will be fully integrated by the end of the year, with the exception of underwear, home wear and some accessories.
“We realized that we wanted to do something about wear and care phase of a garment’s life cycle when we started studying life cycles and so forth at the design office to see how we could affect the general footprint of a garment from production through to the user phase,” she said.
“We know that over 60 percent of our customers do read the care labels, so we thought that’s where we need to be,” she added.
The initiative will be officially launched at the Copenhagen Fashion Summit on April 24, and Midby hopes other members of the Sustainable Apparel Coalition will also adopt it. A redesigned version of the Web site will be unveiled in March.
The project is part of H&M’s ongoing efforts to make its products more eco-friendly, which includes a commitment to using only sustainable cotton by 2020. Midby said the measures were not incompatible with the retailer’s position as one of the world’s leading purveyors of fast fashion.
“I don’t think our fashion is so fast anymore. It’s clearly gone from being all about trends to being about personal style, which of course is much more long-lasting, and then with the quality we have, we don’t see our clothes as disposable at all,” she said.
“Hopefully, our consumers are aware that we have a very big sustainability commitment at H&M and that all of us at H&M — all 104,000 of us — are actually responsible for our sustainability work. This is a small part of it, but it’s very important,” she said.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews