The latest player to enter the rapidly developing fashion rental market is Swedish fast fashion giant H&M, with a deft high street collection of archival evening wear, in a concept store that opens this Friday.
H&M Group said this week that its youth-focused Weekday retail brand has become the first fashion label globally to create a garment with a new ultra-sustainable fabric from IFC, a textile start-up it has invested in.
As size and fit remain “two of the biggest pain points for customers,” H&M’s Weekday brand has used new technology to test its ability to create products that are “made to a unique size and fit preference”.
H&M Group’s Weekday is working with the Laboratory, an H&M-funded think-tank, and RePack, a Finnish startup, to trial reusable packaging and on-demand manufacturing in a bid to make online shopping more sustainable.
H&M’s Weekday denim brand is adding a raft of new stores in key markets. It’s continuing its expansion in the UK with three new locations expected to open later this year and its first move outside of London.
As fashion becomes increasingly casual, the denim trend is showing no signs of loosening its grip on consumers globally with the market still extremely buoyant, a new report from London-based search engine Lyst shows.
Asos has launched an edit of more than 3,000 clothing, shoes and accessories for women that are made using recycled or sustainable fibres. It follows the launch of Net-A-Porter’s Net Sustain and Boohoo's recycle range.