In 2009, at the age of just 34, Karl-Johan Persson became CEO of the clothing company H&M. Persson has admitted that various of the models H&M has used in the past have been unhealthily thin, and so in 2013 a larger model – as well as curvaceous pop star Beyoncé – was used in its summer campaign. In addition, Persson said that H&M has more than 100 inspectors, who check the safety of the company’s factories worldwide. And he had a meeting with Bangladesh’s prime minister to discuss increasing the minimum wage in the country – something the company has successfully done twice previously. With brazen innovation, Persson is changing the face of cheap and fast fashion to make it a more ethical choice for consumers.