Last year, cosmetics chain Lush came under fire from various sources for a display they chose to put on in the window of a busy London store. The “shock piece” involved a volunteer being put through several ordeals common in animal testing labs and included graphic scenes of cruelty which shocked many passers-by.
The display was staged in conjunction with a petition against animal testing, in which members of the public could sign their names on the windows of the chain’s commercial properties nationwide.
However, despite garnering a huge amount of media attention, critics claimed that such a tactic for raising awareness was not suitable in a public area where children could witness the potentially scarring scenes.
Vanessa Paradis is the face of the campaign
Now, Swedish budget fashion giant H&M have come up with a slightly less graphic way of doing their bit to save the planet. Rather than frightening its customers, it plans to reward them for being environmentally friendly instead.
Shoppers wishing to clear out their wardrobes for a fresh start to 2013 can pack their unwanted clothes into a carrier bag and head to their nearest H&M store as part of a sustainable fashion scheme.
In return for each bag, limited to two bags per customer per day, H&M staff will then give customers a £5 voucher which will be valid in store for six months.
Irish consumers can also take part in this scheme, and will receive vouchers worth 5 Euros for every bag they fill. H&M will accept any items of clothing, regardless of whether or not they were bought in a store belonging to the company – the aim here is to encourage recycling rather than encourage competition on the high street.
The only catch is that consumers must spend £30 in store when redeeming the vouchers, but as H&M focuses on affordable fashion this is the perfect excuse to stock up on new fashions ready for spring!
French actress, model and singer Vanessa Paradis was more than happy to put her face to the campaign, which has been launched to coincide with the unveiling of H&M’s new Conscious collection. Every garment in the range has been made from an environmentally friendly or recycled material, including recycled polyester and organic cotton.
Ms Paradis said; “I like being part of something like the Conscious collection at H&M. I try my best to shop consciously, and vintage is very much part of my wardrobe.
“I love the style and it works in an eco-friendly way because I like to use and reuse old clothes.”
The Conscious collection will be available both in store and online in March this year, and H&M hope that other stores will follow suit in making consumers think about alternatives to throwing old clothes away. After all, in a time of economic hardship, turning a pair of jeans into a pair of shorts or cutting up an old t-shirt to use as a duster is both environmentally and economically friendly.
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