Fashion retailer H&M has launched the H&M Pre-Loved Archive range – as it looks to bring original old collections back to life.
As consumers increasingly look for old not new clothes and second-hand fashion continues to gain momentum, H&M Pre-Loved Archive brings to market some looks that were popular circa 20 years ago.
The exclusive selection contains pieces from H&M guest designers, from Viktor & Rolf to Versace, Marni to Moschino, and Stella McCartney to Sonia Rykiel. The pre-loved pieces launched via a series of drops in seven global stores – including London, Milan, and Berlin – over the last week, and it went live online today.
Circular fashion business ACS Clothing, which supports a growing range of brands with rental and re-commerce, has partnered with H&M to bring the ‘new old’ collection to life. ACS has helped revive the retailer’s designer collaborations throughout the years which have been curated into a special anniversary offering.
ACS Clothing aligned with H&M’s circular business model team to launch the H&M Pre-loved Archive initiative, which helps promote less unsustainable fashion and helps continue the conversation about the importance of keeping garments in circulation for longer to stem overproduction.
Jörgen Andersson, creative director at H&M, commented: “Through working with pre-loved pieces, we can bring these collections back to fashion fans giving them the chance to love these collections all over again, while introducing iconic fashion moments from H&M and the world’s top design talents to a new generation.”
H&M’s new campaign comes complete with styling tips on how to combine what it calls these “timeless pieces” into the modern trends of today.
ACS Clothing has helped ensure the products, which H&M procured via programmes like its recommerce initiative Sellpy and communicating with old customers, were made ready for resale via its unique cleaning techniques, innovative ozone sanitisation, and individually QR coding the items.
Andrew Rough, ACS Clothing CEO, remarked: “ACS is delighted to be working with H&M on its pre-loved archive programme.
“Through our partnership with H&M we have enabled vintage pieces to be enjoyed by new users of these iconic fashion items. This clearly shows the power of circular fashion solutions and the ability of ACS to make resale sustainable, scalable and viable for our partners.”
[image credit: Green Retail World]
