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H&M to launch ‘Innovation Circular Design Story’ collection

H&M is launching a new sustainable fashion collection called The Innovation Circular Design Story that celebrates sustainability and joy. The range is the latest addition to… View Article

FASHION RETAIL NEWS UK

H&M to launch ‘Innovation Circular Design Story’ collection

H&M is launching a new sustainable fashion collection called The Innovation Circular Design Story that celebrates sustainability and joy.

The range is the latest addition to H&M’s Innovation Stories, a ground-breaking new sustainability initiative that focuses on forward-thinking design and innovative materials.

The H&M design team used a tool called the Circulator to design the collection. This enabled it to consider all stages of the garment creation process including expected lifetime, materials and design strategies. The retailer is developing the tool to support its efforts to become more circular, and to reach its goal of becoming climate positive by 2040.

The launch is being supported by a campaign called “Just before the party starts”, which was shot by pioneering photographer Rafael Pavarotti.

The collection was created by the H&M design team together with the stylist Ib Kamara, who contributed as creative advisor and styled the campaign. The campaign was unveiled on 16 November ahead of the collection’s release in selected stores and online from 9 December.

Kamara said: “I was proud to work with H&M on a collection that is so committed to circularity and positive change, while also embracing style, bold colour, great fit. It’s a really multifaceted, rich collection, and it captures a special feeling for me; the excitement and anticipation of getting ready, of choosing a look and making oneself into a star.”

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