H&M teased us earlier this year by launching a progressive circular fashion concept called Innovation Stories that will anchor several of the collections it drops.
For the uninitiated, here is a primer: the sustainability effort sees the Swedish high street giant creating apparel and accessories that abide by sustainable design processes and manufacturing. These include using materials made from eco-friendly materials such as yarn derived from castor oil and prioritising sustainable methods of working with dyes.
The fashion-forward collection was designed by the H&M team together with one of the industry’s most in-demand young stylist Ib Kamara, who contributed as creative advisor and styled the campaign.
If all that sounds serious and lacklustre on papee, a soon-to-be-released collection under the Innovation Stories umbrella might just grab your attention. With the year-end party whirl in mind, H&M will be releasing a party-worthy collection that smashes any preconceived notions of what a typical circular fashion design can look like.
Called Innovation Circular Design Story, this womenswear and menswear collection is a maximalist’s dream. Set to hit stores on December 9, the outing is grounded by layers of flounce, tiers of tulle, in-your-face polka dots, lots of sequins and shine, fluorescent colours and sculptural silhouettes that scream party with a capital P.
H&M aims to become a “climate positive” company by 2040 by ramping up its efforts to become more circular.
To embark on the collection, H&M turned to several companies specialising in circular textile production. They include Ambercycle which is known for turning end-of-life textile waste into new yarns, Vegea which creates faux leather fabrics crafted from vegan scraps gathered from the winemaking industry, and Eastman Naia Renew which makes cellulose-like fibres recycled from materials like wood pulp.
Now that you’ve gotten the backstory, scroll on for a look at how H&M was able to materialise its environmentally-driven initiative into reality.