Fashion
H&M enters Brazil with first store and e-commerce launch
“Launching our first store and online on the same day is a historic moment for H&M, and I’m so excited we have finally arrived. Bringing H&M to Brazil is more than a launch — it’s about building a lasting connection with a country that inspires us. We’re here to celebrate creativity and self-expression, offering fashion and quality at the best price in a sustainable way to our customers in Brazil”. Daniel Erver, CEO, H&M Group.
H&M has officially entered Brazil with the opening of its first store at Shopping Iguatemi in São Paulo and the simultaneous launch of its e-commerce platform.
CEO Daniel Erver called it a historic moment, while local leaders highlighted the warm reception.
The launch marks H&M’s dual physical and digital debut, bringing fashion and sustainability to Brazilian customers.
“The enthusiasm and warm welcome we’ve received from Brazilian customers has been truly inspiring. We are thrilled to finally bring the H&M experience to São Paulo and look forward to connecting with our customers across the country”. Joaquim Pereira, Country Manager, H&M Brazil.
“Opening the doors of our Iguatemi store today was a dream come true. Seeing the excitement on our customers’ faces was unforgettable”. Renata Grima, Store Manager, H&M Iguatemi.
Fibre2Fashion News Desk (RM)
Published
October 18, 2025
Recognised as a protected geographical indication in France, Dentelle de Calais-Caudry says it has begun the process of becoming a European geographical indication to better protect its identity against low-grade counterfeits.
From December 1, the European Union will introduce a simplified procedure under Regulation 2024/1143, which now governs geographical indications and protected designations of origin across its Member States.
Crucially, Europe is now extending a protection regime to artisanal, manufactured, and industrial products, which was previously reserved for agricultural produce, foodstuffs, and spirits.
“The Dentelliers de Calais-Caudry have already applied to the INPI, which is responsible for forwarding their application to the EUIPO (European Union Intellectual Property Office), so that their geographical indication can be recognised throughout the European Union”, say the Calais and Caudry lacemakers.
Dentelle de Calais-Caudry became a regulated geographical indication in France at the beginning of 2024. It took the local industry’s representatives five years to achieve this goal, which aims to distinguish and protect know-how that is more than two centuries old, and relies on the use of imposing, complex Leavers looms, which lend their name to the lace they produce. In 1958, the “Dentelle de Calais” label was launched, and in 2015 it became “Dentelle de Calais-Caudry”, to include manufacturers from the Caudry area.
“Regularly confronted with very poor-quality counterfeits that damage their image and sales, the lacemakers of Calais-Caudry will, by obtaining this European geographical indication, benefit from legal protection across the 27 countries of the Union”, says the label, which hopes that “this guarantee of authenticity and quality, which will reassure all designers, stylists and lovers of Calais-Caudry lace, will help safeguard this know-how, these ‘passion’ trades, and accelerate international development.”
Today, Calais-Caudry lace is produced in Calais by Codentel, Cosetex, Noyon (Darquer), and Sophie Hallette / Riechers Marescot, which also operates in Caudry. The town is also home to Beauvillain Davoine, Darquer & Méry, Dentelles André Laude, Dentelles MC, Jean Bracq, and Solstiss.
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The new directive aims to cut waste, reduce environmental damage, and strengthen the EU’s economic resilience by driving sustainable innovation and decreasing reliance on raw materials. It aligns with the EU’s Competitiveness Compass and Strategic Agenda for 2024–29, European Commission said in a press release.
The European Union’s revised Waste Framework Directive came into effect yesterday, establishing unified rules for EPR in textiles and setting binding targets to reduce food waste.
Aimed at cutting waste and boosting circularity, it requires Member States to set up EPR schemes, reduce food waste by up to 30 per cent by 2030, and promote eco-modulated fees, and sustainable design.
The EU’s textile and clothing industry remains an economic powerhouse, generating €170 billion (~$198.9 billion) in 2023 and employing 1.3 million people across nearly 197,000 companies. Yet, it is also one of the most resource-intensive sectors, ranking third in water and land use impact and fifth in raw material use and greenhouse gas emissions. In 2019 alone, the EU generated 12.6 million tonnes of textile waste, with only one-fifth separately collected for reuse or recycling.
To address these challenges, the revised directive introduces two major sets of measures to promote circularity and competitiveness:
- Under mandatory EPR schemes, each Member State must establish a system requiring producers of textiles and footwear to pay fees for every product placed on the market. These funds will finance collection, reuse, recycling, and disposal operations. The fees will also support consumer awareness campaigns and R&D in sustainable design and waste prevention. EPR fees will vary according to sustainability criteria under the Eco-design for Sustainable Products Regulation (ESPR)—a principle known as eco-modulation. Producers will pay less for durable, recyclable, and eco-friendly products, incentivising circular design.
- The directive also sets new rules for managing used textiles, ensuring that all separately collected textiles are classified as waste to prevent false reuse labelling and illegal exports. Unsorted textile waste will fall under the Waste Shipment Regulation.
Member States have 20 months to transpose the directive into national law and 30 months to set up their textile and footwear EPR schemes. Competent authorities must be designated by January 17, 2026, and updated food waste prevention plans finalised by October 17, 2027.
Fibre2Fashion News Desk (SG)
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