H&M Launches Vegan Collection Endorsed by Peta

H&M is one of the world’s most recognized global fashion brands. Currently standing as the largest retailer in the world, it currently operates in 62 countries worldwide. On the company’s official web page, they claim to be “committed to sustainable fashion”, stating that customers can identify the company’s sustainable products with H&M’s “Conscious” hangtags. However, the question on everyone’s minds is - “Can a fast-fashion company like H&M ever truly be sustainable?” As part of its line of collections "Innovation Stories", which launched at the beginning of 2021, the brand seeks to implement new materials and processes that are more sustainable and committed to the environment. The Swedish fashion multinational has just presented its "Co-Exist Story", which is a complete collection of fashion for women, men, and children and a line of vegan make-up certified by The Vegan Society. It’s also fully approved by Peta, which is the main international organization that fights for the defense of animal rights. The most "avant-garde" features of the collection are in line with the commitment to innovation that the chain seeks above all to encourage with the development of this line, as novelties, the implementation of innovative alternatives to traditional fabrics and processes have derived from the use of raw materials of animal origin. In this respect, the use of ''Flwrdwn", which is an alternative to animal hide made from wildflowers, a natural rubber known as Yulex used as an alternative to neoprene, as well as the use of Vegea: a vegan substitute to animal leather obtained from the base of grapes. 90’s-Inspired Style This vegan collection is inspired by the essence of the 90s. The garments will go on sale from 4 November, both through H&M's online shop and a selection of its physical points of sale, we find that it is a proposal inspired by the lively rhythms of the 90s. Backed by Peta, the most distinctive elements are the psychedelic tie-dye prints on T-shirts and jackets, fashionable cut-out dresses, coats and jumpers with a fur-effect finish, and a set of shiny black pieces with a crocodile-skin effect print. The collection is based on black and white with fluorine accents and is completed with a line of vegan make-up and a wide range of accessories, such as shoes, bags, sunglasses, and a scarf in the shape of chains. Key women's pieces include an oversized cream faux fur coat in recycled polyester, as well as a one-shoulder knit dress with a dramatic fringed hem in an Econyl blend. Meanwhile, for men, the line features an oversized anorak in recycled nylon with graffiti print that evidences an urban style aesthetic", while in accessories, heavy-duty rubber overalls Yulex natural rubber, and comfortable padded Flwrdwn shoes are the main talking points of the collection. Messages in favor of animal rights are reinforced with a make-up line consisting of two lipsticks and eyeliners, which, "for the first time for H&M", they emphasize, are certified by The Vegan Society.