Wednesday, September 13, 2023
H&M is taking a significant step towards sustainability as it gears up to introduce second-hand clothing and accessories to its flagship store in London starting from October 5th.
This move aligns with the growing pressure on fast fashion giants to mitigate their environmental footprint by promoting the reuse and recycling of clothing items.
Acknowledging its role in the fashion industry's environmental challenges, H&M recognises the need for a transformation in the way fashion is manufactured and consumed. The retailer's "PRE-LOVED" women's wear collection, set to debut at the Regent Street store, will feature items from various brands and designers, including H&M's group brands like Arket, Cos, Monki, and Weekday.
This venture marks H&M's second foray into the world of second-hand fashion, following its Barcelona store's introduction earlier this year. Moreover, the company has already established an online second-hand platform in Sweden and Germany.
The forthcoming autumn-winter 2023 collection promises an array of second-hand fashion treasures, from shimmering dresses and shirts to classic trench coats and trendy knits. H&M intends to refresh the selection regularly, ensuring a dynamic shopping experience.
H&M's second-hand garments will be sourced from Flamingos Vintage Kilo, a company renowned for operating second-hand vintage clothing stores across Europe and the United States. Prices for these sustainable fashion pieces will range from £29.99 ($37) to £189.
In a nod to changing consumer preferences, H&M initiated a clothing rental service at its Regent Street store in November last year. The shift towards second-hand and rental fashion reflects a broader trend in the industry, with peer-to-peer resale platforms like thredUP, Vinted, and Depop flourishing, and major brands, such as Zara, also entering the second-hand market, recently launching their service in France after a successful trial in the UK since November last year.