New controversial h and m ad11/10/2023 The lawsuit was brought forward by Chelsea Commodore, a marketing student who alleged she had overpaid for a fashion piece marketed as “conscious.” Last month, a lawsuit was filed against H&M in New York federal court, accusing it of greenwashing and capitalising on its growing conscious consumer base. Labour injustice is not sustainable in any book. And over recent years, H&M has been shown to exploit workers in harmful working conditions. It comes as no surprise that H&M was sued for the same very recently: in 2019, the fast-fashion brand got heat from Norway because to them, H&M’s Conscious collection appeared to be more sustainable than it actually was (they were not wrong: from the usage of the unsustainable leather alternative, Piñatex, to products containing fossil-fuel based plastics, with very little transparency, H&M’s case did not look good). As customer interest in fashion’s environmental impact has grown, so have vague climate pledges and unsupported “green” marketing- greenwashing. It’s no secret that greenwashing has been on the rise. What’s taking it so long? And who’s paying the price? THE BACKSTORY In the era of climate change, fashion remains one of the least regulated industries. This week’s news is about H&M being sued for “misleading” sustainable marketing. Another day, another headline about a fashion company greenwashing to sell more products appealing to conscious customers.
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