H&M adapts fashion strategy to extreme heat

Extreme heat and recurring heatwaves are forcing the fashion industry to rethink product design and seasonal launches. H&M is among the major companies addressing these challenges as climate change alters consumer needs across different regions.

Andreas Löwenstam, design lead for H&M's menswear division, noted that extreme temperatures in Southern Europe, such as 40-degree weather in Barcelona, represent a significant shift from previous years. The company is now forced to consider how different climates, such as those in India, Indonesia, or Miami, require distinct approaches compared to Northern Europe.

To manage these shifts, H&M is utilizing decades of weather data and analysis to make strategic decisions regarding when to phase out old collections and launch new ones. This adaptation is critical for maintaining economic efficiency as the timing of seasonal transitions becomes increasingly unpredictable.