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H&M unveils Innovation Circular Design Story collection

Jeremy Lim
17 November 2021

H&M has unveiled its Innovation Circular Design Story collection, which focuses on innovative materials and sustainability through circular production.

The 45-piece holiday collection features a variety of recycled fabrics including fibres sourced from bottles collected on shorelines and coasts, dissolvable sewing threads, vegan fabric made from grape skins, stalks and seeds discarded during the winemaking process as well as used garments and end of life textile waste.

The collection offers blazers, dresses, and coats which could be used in a variety of looks. Modern yet adaptable, the designs delivers an element of timelessness through its inclusion of polka dots, bows, frills, tailoring and jacquard.

Pop singer Normani and models Gigi Hadid and Kaia Gerber have teamed up with the brand for the campaign, offering unique previews of the collection in Instagram posts.

Ann-Sofie Johansson, Creative Advisor at H&M, said: "People have preconceived notions about what circularity is. With Circular Design Story, we wanted to demonstrate that it is possible to design a bright, fashion-focused collection with circularity in mind."

The latest addition to H&M Innovation stories initiative is created by the H&M design team and stylist Ib Kamara, who contributed as creative advisor and styled the campaign. The team uses a design tool called the Circulator, which considers all stages of the garment creation process, including expected lifetime to materials and design strategies. The tool supports the company in its efforts to become more circular, and to reach their goal of becoming climate positive by 2040. H&M aims on using the tool to design all its products by 2025.

Launched in early 2021, H&M Innovation Stories is focused on promoting sustainable materials, technologies and production processes.

Previous themed collections include the Science Story, which championed cutting-edge sustainable materials, the Colour Story which promoted sustainable methods of working with colour and the Co-exist Story which looked at animal friendly fashion and alternatives to animal-based textiles.

The Innovation Circular Design Story collection will be available from 9 December, in selected stores and online.

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