When it recently released a bionic yarn dress made from 89 discarded plastic bottles, H&M showed it was ready to be the retailer to actively advocate for sustainable fast fashion. The brand even gathered a slew of A-list celebrities including Chrissy Teigen and Hailey Baldwin to celebrate its Conscious Exclusive collection last night at SmogShoppe in Los Angeles, where said dress had a moment in the spotlight. The event was cohosted by spokesmodel Natalia Vodianova, who revealed that her digital charity app Elbi teamed up to give H&M Club members the option of transferring shopping points to a charity of their choosing. It was a noble move from the fashion brand, especially appropriate in an age when “young people value their time and actions as much as they value their money,” said Natalia.
But that’s not all the company is doing to expand its market reach. Following the launch of & Other Stories and Cos, H&M plans to introduce another retail label. Dubbed Arket, it will reportedly focus on modern-day ready-to-wear and accessories for men, women and children at a slightly higher price point than H&M. Products will be both timeless and functional, making for closet-fillers that will last for years to come. (There will even be a curated assortment for the home!) While we’ve yet to hear about its American debut, we’re waiting with bated breath.
