H&M unveils latest Innovation Stories collection
Fashion retailer H&M has unveiled its latest sustainable collection from its Innovation Stories platform.
Launched in 2021, the platform comprises a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes.
The latest offering is Sixties inspired with a focus on more sustainable embellishment. Items include hand-worked mini dresses and co-ordinated sets featuring 100% recycled-content sequins, rhinestones and beads.
The H&M Innovation Re-Enchantment Design Story collection will be on sale in selected stores and online at hm.com from 23 March,
Ann-Sofie Johansson, creative advisor at H&M, said: “With this collection we wanted to focus on the progress H&M has made with recycled-content embellishments. It’s always important to take a long-term perspective when it comes to sustainability, while at the same time agitating for change. Increasing the recycled content of the sequins, beads and rhinestones to 100% in this collection represents years of hard work and collaboration between multiple teams at H&M, and we know it will have a big impact on future collections.”
Previous themes have encompassed animal-friendly fashion and alternatives to animal-derived materials, as well as circular design strategies and fabrics that reclaim waste, and more sustainable methods of working with colour.
Ella Soccorsi, assortment designer at H&M, said: “This collection celebrates the wonder of the natural world with beautifully embellished looks designed to delight. Not only are they dazzling from a fashion perspective, but they represent a milestone in more sustainably sourced embellishments, something we’ve worked hard to improve over the last eight years.”
