17 april, 2015Inga kommentarer

H&M – long live fashion

Idag lanserar H&M sin senaste kampanj i ledet för att bli en mer miljövänlig spelare i modeindustrin. Kampanjen heter "Long live fashion" och innebär att du kan skänka dina uttjänta plagg på ditt närmsta H&M och få rabattkuponger för besväret. De är inte först med detta, bland annat Lindex har gjort det förut men H&M gör i alla fall en grej av det och pratar lite om det. Jag är jätteglad över att H&M börjar ta ansvar för ett mer cirkulärt och hållbart mode och hjälper konsumenten att återanvända plaggen så att de inte hamnar på soptippen. Jag kommer säkert använda mig av den här tjänsten.

Today is the day H&M launches their latest campaign in becoming a more sustainable player in the fashion industry called "Long live fashion". From today you will be able to hand in clothes in any condition in most H&M stores and you will receive a coupon as a reward. This is not the first time we have seen the collecting of clothing, Lindex together with a range of smaller brands has done it before but H&M (unlike Lindex) actually put som effort in to marketing their campaign. I am very happy a big player like H&M starts taking responsibility and contributing to circular fashion and not just leave it up to the customer to make sure the clothes don't end up in a landfill. I will most probably use this in the future.

Om du vil läsa mer kan du kika in här. Där finns också en FAQ.

Som en liten sidnotis bara: Svaret på frågan "Tjänar H&M pengar på de insamlade plaggen" känns lite väl präktigt. H&M skriver att de gör det minsann inte, och att alla intäkter kommer att ges tillbaka till våra kunder eller doneras till lokala hjälporganisationer och investeras i innovation för återvinning. Och man ba: tjena. Klart de tjänar på det, det kommer ge dem kunskap om hur de lättare tar sitt ansvar, det reflekterar på deras brand value och rabattkupongerna folk får i gengäld kommer ju att öka deras sälj. Men i vilket fall är jag som sagt glad att fler företag börjar inse värdet i materialet, att det inte bara ska slängas.

If you want to read more check it out here. They also put up a FAQ.

As a side note: I found the answer to the question "do H&M profit from the returned garments?" a little bemusing though. H&M states:

"No. Our revenues will be used to reward our customers, to make donations to local charity organizations and to invest in recycling innovation."

Which sound veeery goodie two shoes to me, of course this is beneficial to them. Investing in recycling innovation will for instance help them take their full responsibility in the future, and the "rewarding our customers" will help them upping their sales when the customer returns. But still, props for taking responsibility H&M. Hoping more will follow in the competition of customers and actual fabric value. Remember: one man's trash, that's another man's come up.

9 april, 2015Inga kommentarer

Emma Elwin for Gina Tricot – Scandinavian it girls

Premiere today for Gina Tricot's collaboration with Emma Elwin/Make it last titled Scandinavian it girls. Earlier we've seen Pernille Teisbaek from Denmark and later on it's Norway's turn with Hanneli Mustaparta. A very clever campaign if you ask me, which targets Gina's biggest markets AND drives traffic from three very big and professional bloggers.

The launch today appeals a little extra to me, since it focuses on sustainability. Am very curious on what Gina Tricot had in mind there, they have been participating in the buy and throwaway culture for quite some time with their low prices and lacking quality (not only them of course, this is how many chains are build up and it's a whole different discussion on whose fault that is).

So what did Gina Tricot come up with? A pre summer collection with sleek lines and white boho elements (hello there little caftan, come to mama!). Thankfully it's far from the ecologic is boring kinda vibe that was popular in the midst of the 00s, where everything sustainable was beige and ugly. And it's still in Gina Tricot super cheap prices, which makes me a little suspicious - where did they cut those costs? But anyways, props to Gina and Emma for a very nice campaign, spot on!

ginatricot_denim Denim trousers in Tencel, which is a nicer version of rayon - a regenerated fibre from cellulosa (yes, like a christmas tree in a pair of pants-form). The shirt is said to be Tencel too, but stated as 100% cotton in the online shop (which I dearly hope is wrong because that would be a monumental failure).ginatricot_kaftan Insert emoji with heart eyes!! (Yes, this is where I forget I actually hate boho in the winter. Enter denial of boho hatred and wear frilly tunics, skirts with pearls and neon embroideries in the summer - CHECK)ginatricot_culottes Culottes. Everyone will have to buy culottes this summer, otherwise the stores will drown in them. The no 1 silhouette for this summer.ginatricot_orangedressBeautiful! Emma reminds me a bit of Emma Watson, probably a lot because of her name and accent but also for her spirit in fighting for a good cause. Keep it up!

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