H&M has unveiled its Innovation Circular Design Story collection, created by its design team using recyclable materials and sustainable circular strategies, with stylist Ib Kamara as a creative advisor.
The collection was created using the “The Circulator”, a design tool that allows the H&M team to evaluate all stages of the garment’s creation process, including the expected lifespan, design, and materials to be used. The company aims to use the tool on all its products by 2025 and help the brand reach its goal of becoming climate positive by 2040.
H&M’s fabrics and innovation used in the collection include Repreve, fibres made from bottles collected from shorelines and coastal areas; Resortecs, a dissolvable sewing thread; Vega, a vegan leather material made from grape skins and stalks discarded during the winemaking; and Cycora by Ambercycle, a fabric sourced from old garments and end-of-life textile waste.
“I was proud to work with H&M on a collection that is so committed to circularity and positive change, while also embracing style, bold colour, great fit.”, said Kamara.
Many of the H&M sustainable pieces are versatile and can be worn in different ways. For example, blazers can be worn as dresses, trousers can be made wider, straps can alter the fit of shirts or coats, and the ball gown can be separated into a top and skirt.
“With Circular Design Story, we wanted to show it is possible to do a bright, fashion-focused collection that is designed with circularity in mind,” said Ann-Sofie Johansson, creative advisor, H&M.
“We wanted to show new possibilities and offer something hopeful.”
The Innovative Stories initiative, launched early this year, comprises themed collections that promote sustainable materials, technology, and production. Circular Design is the fourth collection born from the initiative. The first, “Science Story”, championed cutting-edge sustainable materials; the Colour Story promoted sustainable methods of working with colour; while the Co-exist Story centred on animal-friendly fashion and alternatives to animal-based textiles.
H&M’s Circular Design Story collection is available in selected stores and online from December 9.
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