24 April 2019

H&M product transparency layer tested at one of the items of the collection selected by Lena Meyer-Landrut

Yesterday on 23 April, H&M started officially the product transparency layer (production country, supplier names, factory names, addresses, number of workers in the factories) on hm.com; customers at physical stores can use the H&M app for getting the product information via scanning the price tag.

Today, the new cooperation with German singer-songwriter Lena Meyer-Landrut 'Selected by Lena' dedicated to the countries Germany, Austria was presented with campaign images shot in Los Angeles (image, right below). Lena is one of the most popular German musicians, won the Eurovision Song Contest 2010, received several awards such as at the MTV Europe Music Awards and is known from TV-shows such as 'The Voice Kids' where she is one of the jurors. Recently in early April, Lena's latest album 'Only Love, L' with catchy tracks such as 'Don't Lie To Me' (video) was released.

Better working conditions, the fight against slavery are topics which become more and more relevant for consumers. Watch groups can only observe facilities which are known and so the trend for getting active motivated producers to become more transparent. Reuters published last month an article with the title 'Global database maps fashion factories to crack down on slavery' addressing the industry's initiatives.

H&M's initiative is directly connected with the consumer who can now get easily the information about the facility or facilities where the pieces are produced.

Fashion.at tested the new transparency feature by checking the information for the white linen-blend shorts with palm leaves print, one of the items from the 'Selected by Lena' collection (the whole collection will be available from 3 May in Austria and Germany). The layer was tested at the AT-page (German) and additionally at the GB-page (English). Under 'Produktinformation' respectively 'Product Sustainability', the transparency layer flips from right over the page with closer information about the used materials and where the item was produced.

According to H&M, the transparency layer is available in the company's online markets and at physical stores worldwide.


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