H&M’s latest collection champions sustainable embellishments
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.
