H&M is championing transparency within the fashion industry with a new initiative.
The fast fashion giant has announced plans to publish details of its fashion garments on its website, including each piece's production country, supplier names, factory names and addresses, as well as the number of factory workers. The move will also apply to most of the brand's interior accessories from its H&M Home label.
"We are so proud to be the first global fashion retailer of our size and scale to launch this level of product transparency," said Isak Roth, Head of Sustainability at H&M, in a statement. "We want to show the world that this is possible. By being open and transparent about where our products are made we hope to set the bar for our industry and encourage customers to make more sustainable choices. With transparency comes responsibility, making transparency such an important factor to help create a more sustainable fashion industry."
The information can now be seen in H&M's 47 online markets, and in-store shoppers can access it by using the H&M app to scan the price tag on a product to bring up its manufacturing details.
The move follows an initial "transparency layer" implemented by the brand in 2017, which was applied to its Conscious Exclusive collections.
Transparency is fast becoming a major issue in the fashion and beauty industries, as brands respond to a consumer desire for information regarding materials, ingredients and working conditions.
Earlier this month the Hollywood star Michelle Pfeiffer announced the launch of a fragrance label called Henry Rose, which aims to be completely transparent about its ingredients, while January saw the beauty giant Unilever unveil a strategy to list product-specific fragrance ingredients on more than 1100 of its beauty and care products in the US.