Damned if you do, damned if you don't.
“(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. It has been a week of intensive media coverage on the latest greenwashing accusations towards the company she has been in c