As part of its bid to become more eco-friendly, H&M has set a target of achieving 100 per cent recycled or other sustainably sourced materials by 2030, along with the ambitious goal of becoming climate positive by 2040. The brand ultimately aims to move to a 100 per cent circular model — one in which all products can be reused or fully decomposed.

In February, H&M became the first retailer to sell a dress made from Circulose—a fabric that’s 100 per cent recycled cotton—and sustainably sourced pulp. This month, the retailer also launched a new in-store recycling system called Looop, which allows customers to bring in their old garments and see them transformed into something new, right in front of their eyes.

Its Conscious collection is currently made from at least 50 per cent sustainably sourced materials, such as organic cotton and recycled polyester, apart from in the case of recycled cotton, which currently only makes up 20 per cent of a product due to quality restraints (although new technologies such as Circulose will aim to change that). However, the brand doesn’t currently give any specific details on the sustainable materials that each product contains, meaning customers aren’t able to assess the eco-credentials of the item they’re buying.