Read the full story in Fashion Week Daily.
When H&M opens the doors to its newly renovated Parisian flagship tomorrow, customers will feel like they’ve entered some sort of fast-fashion atelier.
The top floor of the Swedish retailer’s massive new store — 50,000-square-feet sprawling out over six floors — will be home to a fleet of sewing machines, bottles of natural detergents and eco-friendly stain removing sprays, along with bins of patches and embroideries. It’s the store’s new repair station, a result of the company’s new “Take Care” sustainability initiative. The idea is to invite customers to bring in clothing, not just H&M clothing, to be repaired and made new again. “This is something that young people expect us to do. Maybe they don’t want to have it in their face, but they expect us to do it, and we feel the responsibility to do it, there’s no way around it, we have to,” Anna Gedda, head of sustainability for H&M, told WWD.
Customers can also restyle their old garments with patches and embroideries, updating and upcycling their looks.