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Brief Published: 23 Aug 2021

H&M’s New Sustainable Heroes – Kids


In its latest campaign and collection, high-street giant H&M takes a sustainable look at the booming kidswear market – forecast to reach a global valuation of $156m by 2027 (Market Watch, 2021) – and profiles the next generation of future-focused role models.

The Role Models x H&M campaign and collection, fronted by a global line-up of inspiring kids aged between four and 13, aims to provide an empowering platform for upcoming changemakers to have their voices heard, and to ensure that sustainable clothing options are available to those that will inherit the future.

Kids in the spotlight include Philip (11) from Kenya who grows vegetables in homemade planters made from discarded plastic bottles, which he then sells at the local farmers market, and Akai (10) from Philadelphia, who started a non-profit that cleans up polluted areas in her community and educates other kids about sustainability.

The capsule collection itself is comprised of a selection of sustainable graphic T-shirts with optimistic quotes directly from the featured role models, and 50% of the proceeds will go directly to Unicef to “support a better future for kids.”


Kidswear is a fast-growing and increasingly lucrative market, forecast by Market Watch to grow at a CAGR of 4.5% from 2022 to 2027. With this in mind, it makes a lot of sense for retailers to make sustainability a priority when outfitting the next generation, especially considering the short lifespans of children’s clothing thanks to rapid growth spurts as well as wear and tear.

Additionally, it’s refreshing to see brands take a more optimistic approach to sustainability in the midst of heightened climate anxieties and pandemic-era worries (see Adapting to a Changing Climate 2021 for more). Take cues from H&M and seek to not only educate and encourage future generations, but to also take their unique perspectives on board.

For further insights, keep an eye out for our upcoming Kidswear Visual Round-Up report, and see Kids’ Sleepwear Focus for more visual inspiration.