On the daily newsletter I receive from my favorite online magazine, I read this title accompanied with a chic picture. 

With no hesitation I clicked to read to find it was sponsored by H&M. 

And I understand that online magazines need to charge ads to live or what else, I mean if Facebook does it. But talking about clickbait, this insistence on obfuscating the principles of sustainable living on behalf of H&M is revolting. I have seen influencers and reality TV stars posing in front of H&M Conscious panels and that consciousness ain't true. 

A lie, or fake news, which is a contradiction in terms, since "news" is something that happened and gets reported by people who by education and profession are entitled to report on. News cannot be fake by their own identity, yet interpretations, manipulations, distortion and distance from the truth is already not news, they are forged information.

How can you forge numbers? You put slices of prosciutto on top of people's eyes: they smell delicious, the taste heavenly and while eating them you forget why did you even go where you are. Kinda what despotic head of states do with propaganda and gaslighting. 

The image below comes from an article written in the website The Fashion Law. 

As a reminder, 2013 was the year of the devastating accident of Rana Plaza in Bangladesh where 1138 people died under the rubble of the edifice where they were reduced to work and live under conditions close to slavery and no fair wages. 

A movement was born, Fashion Revolution, that united millions of people who from many parts of the world, different upbringing and professions, love fashion but also care for our planet and demand that our clothes are not made by exploiting people. Some of the most salient facts:

• 80% of garment workers are women;
• fast fashion conglomerates like H&M, Zara, Target employ people by paying them below fair living wages that is, with no exaggerations, in some cases compared to slavery;
• working, safety and health conditions are "below standard" to be close to abusive;
• environmental standards are by-passed.

The fashion business has become the second polluting industry in the world and a stop must be put.  

We should all have one single purpose with pursuing our love for fashion: go back to where fashion was just fashion, that is creativity, artisanship, ethical behavior, technical wisdom, skills, knowledge, dedication. 

So, no dear H&M, it's not OK to be a glutton and pretend we don't know what you promised 5 years ago and clap your back because you have created a collection called Conscious. 

If you are interested in knowing what they haven't done, read this open letter that Clean Clothes Campaign wrote to H&M.