Can Fast Fashion Be Sustainable?

Fast fashion has revolutionized the clothing industry but faces severe criticism for its environmental and social unsustainability. This thesis explores how fast fashion aligns its business logic with sustainability by examining the case of Hennes & Mauritz AB (H&M). Drawing on institutional theory, it investigates how H&M’s corporate social responsibility (CSR) narrative has evolved under growing regulatory and stakeholder pressures. The study adopts a qualitative, longitudinal case study design, analyzing H&M’s sustainability reports over the past decade. Key findings reveal that H&M has progressively expanded its compliance in sustainability initiatives and rhetoric in reaction to external pressures, including regulatory requirements. However, these changes remain largely incremental. The research concludes that while fast fashion firms can appear more sustainable through such measures, fundamental tensions persist between the fast fashion model and true sustainability. These findings contribute new insights into the dynamics of institutional pressure and corporate adaptation, highlighting both the possibilities and limits of achieving sustainability in the fast fashion industry.