Combining some of the most popular trends of the last few years (going green, high-low collaborations, using recycled materials), H&M has decided to roll out a new line composed entirely of pieces left over from their recent much-hyped capsule collection with Lanvin. Called Waste, it’s made up of several different fabrics, refashioned to create new graphics and patterns.
While the project in itself is interesting, what really makes this concept stand-out is the fact that last year H&M notoriously took a huge PR hit when it came to light that they often simply threw out old pieces instead of donating them, while at the same time going to great lengths to re-brand themselves as “green” with a new eco-friendly line. Many in both the fashion and blogging world cried foul, and H&M were then reduced to releasing apologetic press releases which ended up doing more harm than good in the eyes of consumers. However, from a business point of view, H&M‘s new line sets up an interesting prospect; For collaborations that aren’t doing so well (the recent Lanvin collection proved to be too high a price-point for many of their traditional customers, causing un-bought pieces to languish on the racks for weeks), why not turn them into new garments which may prove more popular?
Perhaps if this works, we’ll be seeing similiar concepts with unlucky lines at other retailers like Target and JCPenny, who are also know for their collaborations.