H&M launches PETA-approved fashion and beauty collection

H&M is to launch an animal-friendly fashion collection, which has been fully approved by the animal rights organisation PETA.

The ‘Co-Exist Story’ is the third instalment in H&M’s Innovation Stories initiative which centres on animal-friendly fashion and alternatives to animal-based textiles.

Launching in November 2021, the collection offers womenswear, menswear and kidswear, and features alternatives to animal-derived fabrics and processes, including Flwrdwn, an alternative to animal down made using wildflowers, and Vegea, a plant-based substitute for oil-based and animal-derived leathers.

The collection also includes vegan make-up (two lipsticks and an eyeliner pack) which, in a first for the fashion retailer, is certified by The Vegan Society.

PETA Corporate Responsibility Manager Laura Shields, said: “Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We’re thrilled to partner with H&M on a collection that features fabulous vegan designs that are kinder to the planet and to the animals who live on it.”

Launched in 2021, the H&M Innovation Stories initiative comprises a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes. The first, “Science Story”, championed cutting-edge sustainable materials while the second collection, “Colour Story”, prioritised more sustainable methods of working with colour.

Malin Dubois, Senior Designer at H&M, added: “We designed this collection for modern urbanites, those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature. We’re proud to be able to unite two passions: versatile, fashion-forward design with more sustainable PETA-approved alternatives to animal-derived materials.”