Wow, we haven't seen paper formed like this since Bergdorf's in 2000 and Chanel in or around Summer 2007 and looks cool, eh? What is particularly interesting is how so many retailers have conveniently forgotten that funny old fangled notion of sustainability. Here at H&M they are screaming louder than everyone right now and back on the wagon leading the way. The best part is that the next nearest store has a completely different scheme to this one albeit seducing us with their sustainable fashion. Lets hope all that paper gets recycled though, eh?