That is the question that some are beginning to ask, in light of H&M’s assertion that they are looking to push further ahead with their ambitions of producing clothes for their high street in an all together more sustainable way. The proliferation of shops offering cheap women’s clothing in recent years (the revival in popularity of chains such as Primark being a standout example) has left fashion commentators asking whether garments that have required significant outlay of work – in design, material sourcing and production – should be sold at such low prices.
Whether consumers are prepared to pay a little more to satisfy their own conscience comes down to personal preference, and there is always going to be a market for low priced women’s fashion clothing that adheres to contemporary styles without having to pay extortionate design house prices.
Many who choose to buy cheaper garments do so with an understanding that the quality is not necessarily going to be the same as they would get from more expensive equivalents. The responsibility falls on the industry to clean up its act, so that the buying public come to understand that the culture of buying clothes cheap is not ethically sustainable.
But ethically sustainable is a concept far removed from sustainable business growth, which brings us back to H&M. Lucy Siegle, author of the book To Die For: Is Fashion Wearing Out the World? has called the Swedish ‘fast fashion’ giant’s ethical ambitions as “audacious”, and in such a fiercely competitive marketplace as the women’s fashion clothing industry it is certainly a gamble.
Yet if the whole industry is to become more socially responsible, and if cheap women’s clothing is to be something that is regarded as questionable by larger sways of the general public, it requires market leaders such as H&M to be bold and initiate a change. Whether they do lead the way in a revolution will remain to be seen, but their hope, and indeed the hope for underpaid and overworked factory workers across the third world, is that they can lead the way in an altogether more ethical fashion industry.
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