H&M: The New Fashion Is To Flaunt Itself As Green.

Desire and environmental protection are like a pair of irreconcilable contradictions, and the two sides are changing. As long as the contradiction between them exists, the dispute between the true and false environmental protection will not stop.

However, on the issue of environmental protection, ecology and fashion, obviously, it is not only about the brand, but also the consumers should assume certain responsibilities. When we pursue our desire, we should know how to accept and let go, and balance the ecological balance.

In September 11th, a Hermes declaration ended the conjecture of whether the Birkin would be renamed before a long time ago. It also announced an understanding between "Jane and Birkin, which does not want to associate her name with cruelty to get crocodile skin". Birkin package will not be renamed, and crocodile producing Birkin bags will also enjoy "crocodile welfare".

Some people applauded, some shook their heads and sighed. Some even waited to see the inevitable protests of animal protection organizations between the four fashion week.

Is there a balance between environmental protection and fashion? This is a problem that many brands are exploring in recent years.

From the past publicity appeal to today's real trial, the environmental protection in the fashion industry has entered the 2 stage. Early this year, Kai Yun group and H&M announced the joint research and development of the Worn Again recycling technology in Britain, and tried to use recycled fabrics to make clothes to meet the growing demand for polyester and cotton fibers worldwide.

The Italy menswear brand Ermenegildo Zegna launched the "environmental leader" costumes in autumn and winter this year, making the costumes practical and wearable and "recyclable".

The reason why it is advertised is that most of the reasons lie in the view of the absolute majority that the fashion industry is easy to equate with waste: the use of rare animals' fur products, fast fashion brands, high frequency launches, large quantities of cheap clothing to stimulate purchases, and the consumption of large amounts of resources in production, and the dye used to pollute the environment.

Fashion products are not necessities in life. They are produced for commercial purposes, and consumption is largely to satisfy their spiritual needs. The fashion industry is often criticized.

For such a controversial industry, environmental protection is undoubtedly a good point in the current trend of "sustainable development" advocated by the whole world.

In addition to various "statements" on environmental related days, fashion brands have begun to use more practical actions and actions to embody their sense of responsibility.

Although many of these actions are regarded as "gold stamping" for themselves, it is not entirely accurate to say that environmental protection is "gold stamping" for fashion brands. In fact, the ecological problems and energy problems of modern society are already very severe. How can we develop sustainably so that we can have raw materials available and make people invest money into non essential fashion products when they are comfortable? This is the more practical problem that fashion brands should take into account.

Just think about it.

Between desire and environmental protection, how to choose and balance brand is not so easy and simple.

It is impossible to completely abandon commercial interests. Hermes will not give up crocodile bag because of the protest by animal protection organizations.

Nor will it give up fur because of the rebuke of "no business, no killing". H&M can not be reduced to production because of being accused of "producing more pollution." many fashion brands have also been criticized as "two sides advocating environmental protection while not being environmentally friendly".