H&M makes no apologies for selling a constant stream of cool clothes. It’s their business, after all, and even a swift peek at their website shows they’re damn goo—you know what, shelve that thought, I need to buy this dress real quick.
“Real quick” is the key, of course, as H&M makes its billion-dollar profits by churning out a canny mix of hygge staples and runway trends. Sometimes they’re co-signed by designers like Balmain and Moschino; sometimes they’re riffs on vintage finds or designer hits. But the products keep coming, and with them, a pressing question: can fast fashion yield sustainable results?