H&M’s “Conscious” collection does not represent ethical fashion

The Norwegian Consumer Authority have rightly pointed out H&M for illegal marketing this week, following an investigation into their recent launch its Conscious collection. H&M claim that they are working to make the fashion industry more sustainable. They’re doing something - yes, but using orange fibre and Pinatex does not absolve a giant global brand of employee exploitation or poor working conditions*.

Misguided’s £1 bikini does nothing to help make the fashion industry more sustainable

If you follow any ethical fashion brands or Fashion Revolution on Instagram, you won’t have missed this. How much does a company pay its employees if they can afford to sell a bikini for £1? How much does a brand care about the environment and the quantity of textiles going to landfill every year when they promote such mindless consumerism? *Deep breaths*

Feminist slogans on t-shirts and jumpers that are made in sweatshops

Our absolute pet peeve is women acting as though female empowerment is at the top of their agenda, without a consideration for how that £19.99 sweatshirt is made. It goes back to the famous Mahatma Gandhiji saying that no beauty in the finest cloth if it brings hunger and unhappiness. We are all about empowering women, but it’s not enough to feel good about your stance on feminism if you have no consideration over the individuals (usually women) that made your clothes.

4. Eco-friendly clothing is so frustratingly difficult to find

About 60% of clothes globally are made out of non eco-friendly materials including nylon, viscose, and polyester. This means that if you shop solely on your high street, almost everything you put in your washing machine releases microplastics into the water system. The micro plastics issue is a clothing issue that the big brands are trying to ignore.





I shouldn’t need to shop the “curvy” section to see an average sized woman

Diversity is one of the things that empowers women all over the world, by allowing us to all believe that we can be “them”. This goes beyond television and film - what about models? Scroll through your e-commerce womenswear site of choice and you’ll see rows upon rows of size 6, 8 and maybe 10 models. If you’re the average woman, you can’t see what clothes would look like on you without clicking out of the mainstream page onto the “curvy” section. How can that be OK?





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