H&M will test its new Pre-Loved concept in London. The initiative focuses on used clothing and accessories. It will be available at the Swedish retailer’s flagship store on Regent Street from October 5. Reuters reports this.
The assortment will include “unique items” in excellent condition, and not only from H&M Group brands. The clothes will be “hand-selected based on the key trends of the current season.” The Pre-Loved Fall/Winter 2023 collection will include knitwear, classic trench coats, denim, metallic dresses and shirts and “everything leather.”
The concept is launched to give consumers the opportunity to “experiment with personal expression and style.” The initiative also wants to support the desire to develop a more sustainable fashion industry.
It was previously known that H&M was going to sue the Chinese fast fashion giant Shein. The statement claims multiple copyright infringements were the reason. We talk in more detail here.
