STOCKHOLM – Fashion brand H&M is on the receiving end of a proposed class action lawsuit that alleges the firm is “taking advantage of consumers’ interest” in sustainable apparel by using “misleading” marketing claims to promote its ‘Conscious’ collection.
Plaintiff Chelsea Commodore believes “H&M has created an extensive marketing scheme to ‘greenwash’ its products” in a bid to present items “as environmentally-friendly when they are not”.
Commodore – who paid US$50 for a sweater in the H&M range – is reportedly seeking injunctive relief and monetary damages that could entitle other consumers who bought a product containing a “sustainability profile or a sustainability misrepresentation” to join the action.
