Your favorite fast fashion brand you spend all your money on… is lying to you

A lawsuit has been filed against H&M alleging the brand uses misleading and false sustainability marketing. It came after an investigation revealed that H&M “claimed a dress was made with 20% less water on average”, but “was actually made with 20% more water”. The lawsuit was filed by Chelsea Commodore.

Fundamentally, H&M is in trouble again.

A growing number of consumers prefer to make choices that do not harm the environment. Indeed, research has shown that products advertised as “sustainable” sell faster, as consumers are willing to pay more for sustainable products.

H&M presented the information incorrectly, with “less water” written on the labels instead of “more water”.

Many brands today adopt labels like “green”, “sustainable”, “vegan”, etc., just for marketing. Without a transparent system, companies “greenwash” their products. (You can read more about greenwashing here.)

This brings up questions about the sustainability of the fast-fashion industry. Here is an overview of the impact of the fast fashion industry on the environment:

The downfall of the domestic Indian textile industry: As fast fashion companies introduce new trends and mass produce cheap clothes, India’s textile industry is shrinking. One of India’s oldest and largest industries, the textile and apparel sector, produces a variety of goods. The price difference is one of the main reasons for this slump since most of these items are custom made.

What can you do? The next time you have that uncontrollable urge to shop just because there’s a mid-season or weekly sale or the like at your favorite fast fashion brand, wait. Maybe you can recycle that dress that’s been in your closet for two years.


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