Every so often as a journalist, an interview opportunity comes around that makes you stop in your tracks. An interview you’d give your right leg for, but simultaneously fear could be a poisoned chalice. Certainly, that was my reaction when I was offered the chance to host a broadcast Q&A with H&M’s Chief Sustainability Officer, Anna Gedda.

 

Why the concern? Well, frankly, H&M is a brand that finds little favour in sustainable fashion circles. Widely accused of greenwashing, it is vocal about its sustainability efforts while remaining tight-lipped on its production figures. Does it produce a billion garments per year? More? I asked, but it’s not saying.

 

The criticisms levelled at the company are often fair – it produces clothes at huge volume, is still working towards self-set living wage and sustainability targets, and is unquestionably a key player in a fast-fashion industry that does more harm than good.

 

Ready to join The Flock?

When you join The Flock, you pay it forward. Every paid subscription generates a second for a woman on reduced income, ensuring we remain advertising-free and accessible to all.

Want to support us? Subscribe below for just £4.99 a month and get your first 14 days free. Can’t afford that right now? Click waitlist, and you’ll get 14 days free access while you wait for someone to pay it forward.

Already have an account? Sign in here.

Share this
Back to category