On the fourth floor of their Oxford Circus store, H&M have launched a pop-up dedicated to their Conscious range and larger business effort to get more sustainable. This is a brand that has been under a lot of pressure to ‘act more responsibly’ as has the category it plays within, fast fashion.

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The ‘Conscious Capsule Space’ is about communicating this ‘responsibility’ message to their customers, showing the steps they are taking to get more sustainable.
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In keeping with the theme the central installation in the pop-up is made of old, unwanted garments cut-up and repurposed into hexagon mounts.
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We think it’s nice H&M are acknowledging they need to ‘get with the program’ when it comes to sustainability, but that said this is just a pop-up. Being ultra cynical but it doesn’t appear that the pop-up uses sustainable materials itself or for the provision of the electricity that powers it. Instead it plays up getting selfies and digital tech.
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And, I guess that’s the hard bit when you want to make an eco statement – it has to be something that’s part of the brands DNA and not be done because you want to tell customers ‘you’re trying’.

Author Pippa Kulmar

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