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H&M’s latest collection champions sustainable embellishments

Chloe Burney
08 March 2023

H&M’s latest collection from the ‘Innovation Stories’ platform presents 60s-inspired looks with innovative sustainable embellishments.

H&M Innovation Stories was launched in 2021. Each themed collection in its portfolio is dedicated to promoting more sustainable materials, technologies and production processes. This time, the Swedish-born company spotlights hand-worked mini dresses and co-ordinated sets of sparkle comprised of 100% recycled-content sequins, rhinestones, and beads.

The collection - inspired by naturally occurring crystals and minerals – is adorned in sequins made from recycled PET plastic bottles, with rhinestones and beads made from recycled plastic display shelves and boxes.

Ann-Sofie Johansson, Creative Advisor at H&M: "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."

Mini dresses in the collection are created from linen-viscose blends, using traceable Livaeco by Birla Cellulose viscose sourced from certified sustainable forests. Recycled cotton, organic silk, recycled brass and sustainably-sourced viscose also make appearances.

Ella Soccorsi, Assortment Designer at H&M, added: "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."

The H&M ‘Innovation Re-Enchantment Design Story’ collection will be available in selected stores and online from 23 March 2023.

This follows the news that luxury French house Mugler is the latest brand to collaborate with H&M as part of its upcoming spring 2023 collection.

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