About

As a result of increased awareness through media outlets such as environmental activists, social media and television documentaries, the importance of Sustainability within the fashion industry is more prevalent than ever. 

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The Sustainable Movement is increasing in popularity as consumers are becoming increasingly aware of the impacts the industry has on the environment, climate change and industry 'greenwashing' claims. 

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This newly heightened awareness for the environment and lack of industry transparency is being reflected through the consumers newly formed eco-conscious purchasing behaviour. Whilst H&M prides itself on providing the latest styles and inspirations to its customers; deep-rooted in its DNA are the three core values of Sustainability, Quality and Price.

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Our mission is to drive long-lasting positive change through innovation and adaptation, leading the way towards a new and improved circular and renewable fashion industry. In order to pave the way for the Sustainable Movement, we need to invest in the future of Biotechnology, our brand, our customers and our planet. 

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The following sections will explore a variety of both Industry and Editorial Reports, influencing the decision to invest in more transparent and reliable Sustainable Solutions through material innovation. Furthermore, a Recommendation will be given, explaining the possibilities and opportunities presented to H&M and its customers through the inclusion of Biotechnologies within the brand.