It looks like very soon H&M is going to be, if not already is identified with terms
like "Sustainable and Eco Fashion".
Following its mission H&M made another step: Collaborated with Beyonce to produce great new collections. Their Summer 2013 collection features many of Beyonce's own ideas and her personal style. So, whether or not you are going to H& M just simply because they are trendy and inexpensive or because you are a huge fan of Beyonce, you definitely get an added benefit because you happen to do good for environment. Don't forget to give yourself a credit, be proud and call yourself an environmentalist! That is probably bit of a stretch, but still!