When mentioning H&M, everyone immediately associates it with high CP value fast fashion. Although the brand’s products have indeed benefited many young middle-class women, beautifying everyone’s fashion wardrobe, the waste caused by fast fashion has also been controversial in recent years. Fast fashion promotes excessive consumption behavior, leading to a large number of clothing items being discarded after only a short season, creating a significant burden on the environment in terms of sustainability.
Of course, the brand is also making efforts from various aspects to improve the perception of “fast fashion = pollution”. In addition to introducing clothing recycling services and launching the Conscious series using sustainable materials, the brand recently introduced a new consumption model and brand: the membership-based Singular Society!
Singular Society is H&M Group’s first membership brand, adopting a subscription model similar to Netflix, providing members with high-quality clothing, and even home goods. Despite taking the high-quality route, Singular Society still maintains H&M Group’s consistent high cost performance ratio. According to the official website, the subscription model is divided into two options: BASE and PLUS. Members can choose between monthly or yearly payment plans, and for a unified fee, they can select a certain number of items on the website. For example, with the BASE plan, you can pay 9.5 Swedish Krona per month and choose 5 items according to your needs on the website each month.
The brand’s products cover men’s wear, women’s wear, home decor, kitchenware, and more, encompassing everything. Compared to fashion brands, Singular Society is more like a lifestyle department store brand. The overall design of the products also follows a simple and elegant high-quality style, with most products focusing on timeless simple and clean colors, with durable and versatile designs that are high quality, reducing waste in daily life and changing the habit of excessive consumption by the public.
Currently, Singular Society’s sales are limited to the European region and are still in the trial phase, only open to invited guests. Can Netflix’s subscription model be applied to the fashion lifestyle industry? Can it achieve the goal of environmental protection and waste reduction, thereby changing everyone’s consumption habits? It may seem premature, but it’s better than staying the same. At least, being willing to bring consumers another choice and try a new direction to break away from the fast fashion mentality is definitely commendable and worthy of support!
