Our vision and strategy

Our vision and strategy

At H&M group, we believe that sustainable fashion and design should be available to everyone. Our vision is to lead the change towards a circular and renewable fashion industry, while being a fair and equal company. Using our size and scale, we are working to catalyse these systemic changes across our own operations and the wider industry to ensure that we can continue to create great fashion and design in a sustainable way for many generations to come.

This vision applies to every brand within H&M group. We all share the same values, the same belief in fairness, diversity and equality and the same  ambition to lead the change towards a sustainable fashion and design industry.

While we have a long and well-established history in sustainability, projected population growth figures and natural resource levels make it clear that a different approach to our work is needed, hence the creation of our latest vision and strategy.

But our vision is not only necessary from a social and environmental perspective – it also makes good business sense. Long-term investments in sustainability provide us with long-term business opportunities that will keep H&M group relevant and successful in our rapidly changing world.

We know that achieving our vision will not be easy, but we always strive to embrace and tackle challenges. By continuing to work with and learn from stakeholders and industry experts who help set and shape our sustainability work, we believe that we are in a strong position to have a positive impact. Furthermore, by applying a sciencebased approach to our work, we can set the best goals and roadmaps possible to drive positive change throughout our company and the wider industry.  

Our vision and strategy are built on three key ambitions:


  • Promote and scale innovation
  • Drive transparency
  • Reward sustainable actions


  • A circular approach to how products
    are made and used         
  • Use only recycled or other sustainably-sourced materials
  • A climate positive value chain


  • Fair jobs for all
  • Stewards for diversity and inclusiveness




Our ambitions set a very high bar and that’s because we believe big change requires big ambitions. Solutions to many of the challenges facing the industry are simply not in place yet and as such we need strong ambitions and vision to help us find those solutions. It is our ambitions that give us the long-term focus, direction and motivation needed to really drive positive change across the industry.

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