H & M has launched this commercial here:
Featuring Tess Holiday and Iggy Pop, the video challenges the clichés of fashion and encourages the recycling of clothes.
The “Garment Collecting Initiative” of the H & M is not new. Released in 2013, the idea was to encourage the donation of used clothing (any make or model) in Exchange for discounts for new clothes via eningbo.
Since then, more than 14000 tonnes of clothes were left in stores around the world. Most of them go to donation, others are reused and transformed into other products (such as insulating materials or cleaning cloths). The rest, finally, is used for production of new clothes, more specifically a line of jeans called “Close the Loop” (Close the cycle).
The video above marks the launch of the second line collection, produced with 20% recycled materials.
I don’t know, I was kind of a bad feeling after seeing the video. Made a point to get in on the project page and read the whole thing. Played on Google and have read several articles about the subject.
It’s been a while that almost every day I get a message from someone sending me see The True Cost, documentary available on Netflix that shows the other side of the fashion industry. Here’s the trailer just to those who have not seen yet understand what it’s about:
Two weeks ago I finally sat down on the couch and pressed play. No computer or phone in the hands. Full attention on the screen.
The film is a knife in the chest. Sitting on the couch sobbing, I felt a mixture of shame and guilt. Guilty by complicity, embarrassed by egoism.
The beauty of a film like this is that you can’t go back. After seeing it is impossible to get the facts of the head.
I would love to look at this campaign from H & M and think: “that’s cool! That nice initiative! “. But it’s hard to see it that way.
In one of the passages of the documentary Livia Firth (Creative Director of Eco-Acts and creator of Green Carpet Challenge) makes a statement during the Fashion Summit of 2014 in Copenhagen. It summarizes much of what we talk about here on Monday.
“From the consumer’s point of view, is really buying a t-shirt by democratic $5, a pair of jeans for 20? They’re making us believe that we are rich because we buy a lot. But the truth is that they’re making us poorer and the only person who’s getting rich is the owner of fast fashion. “
Later, in the same round table, Livia asks Helen Helmersson, Director of H & M’s sustainability:
“You talked about a commitment to try to offer a minimally fair wage. What does that mean? How to set minimally fair wages in Bangladesh? And have a pilot project in 3 factories and until 2018, only 15% of the factories will have access to it? That’s not good enough. “
Helena’s response is somewhat elusive, but I won’t enter this merit because the conversation is long. I couldn’t find the video of the entire Panel on You Tube here. Have half an hour and is worth seeing because it exposes many sides of this story.
The truth is that I think things are starting to change and I think a lot of this beginning has to do with the pressure that the fashion industry in General (not just the H & M and not only the fast fashion) has received.
When I see this commercial about recycling, unfortunately, I have to agree with Livia. That’s still not good enough. But it’s the beginning. And it is happening because people are starting to care more and more about it. And are beginning to seek alternatives. Buy from local producers, buy who ensures origin, who supports social development initiatives.
I know a lot of times this is not possible. And I think it’s unrealistic to ever again set foot in a fast fashion. Everyone that is not Rico and gotta make money render knows how few obamas or dilmas make a difference. But I think it’s important even though each do your individual reflection. What changes you can promote on your realistic life, on your way to buy to help change this industry?
May be buy less often? Can be get new brands and rely less of the fast fashion to get dressed? Can be more actively participate in movements such as the Who Made my Clothes? Can. Can. Can.
Three times a week, the path of my course, I step in front of a H&M huge. Hea two weeks, I have no desire to enter.