H&M and conservation organisation WWF have partnered to develop an innovative three year water strategy looking at the impact of the fashion company's water usage and conservation throughout its whole supply chain from design to manufacturing processes.

Karl-Johan Persson, CEO of H&M, said 'We are proud of the partnership with WWF which we hope will inspire others to follow'. H&M will also support a WWF conservation project in Yangtze river basin, China.