H&M's sustainable art project unveiled

Fashion chain Hennes and Mauritz, (H&M) has hired five artists and recruited five Dutch female celebrities to create art around the theme of sustainability. The results will be on display in a mobile show on five large squares in the country, announced the chain store today. H&M will not reveal who the artists or the celebrities are, but the themes center around recycling, wages, raw materials, water, and education.

The fashion chain will introduce a new collection, entirely made of environmentally friendly materials, on April 10th. Early 2010 H&M attracted negative publicity, after a journalist published an article in The New York Times about unsold clothes being shredded and destroyed, instead of helping out poor and needy people. However it concerned only a few bags of unsold material that were not fit for resale or donation because of flaws. H&M, being a market leader for a broad public, usually donates unsold merchandise. H&M Netherlands usually donates to the foundation SVHO-support.