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For spring, H&M launches a minimalist, sustainable look

YarnsandFibers News Bureau 2021-05-04 13:25:15 – Sweden

H&M's Spring/Summer 2021 line captures the urban zeitgeist with simple and sustainable designs.

The "wearable mix" features easy-to-wear silhouettes including sleeveless shirts, jeans, slip dresses, single-breasted blazers, and pull-on shorts, all centered on effortless dressing with a "sporty minimalist" vibe influenced by the '90s styles. The white and cream monochromatic color palette is seasonless, although small features like ruching, gloves, and patch pockets harken back to the nostalgic fashion era.

The fast-fashion giant's use of Agraloop Biofibre, an advanced cellulose fiber made from stems and leaves, is also scaled up in the S/S '21 range. Several products, including the sleeveless cropped hoodie and softly structured trench coat, feature the fiber.

In its Fall/Winter 2020 Conscious Exclusive collection, H&M launched Agraloop Biofibre, which the brand defines as a "proven incubator for new technologies and materials." Previously, recycled polyester, Tencel, algae-based Bloom Foam, and Naia Renew, a closed-loop cellulosic fiber made up of 60% wood pulp and 40% recycled plastic waste, were included in Conscious Exclusive collections.

The remainder of the S/S '21 collection keeps H&M's promise to use either 100% recycled or sustainably sourced fabrics by 2030. All of the cotton used in the range are organic, recycled, or sourced in a more environmentally friendly manner, and 64.5% of the fabrics are produced from sustainable materials.

Consumer demand for sustainability, comfort, and functionality is met in the women's collection, according to trend forecasters, attributes that will shape fashion long after the pandemic. The topics are expected to come up in Maisie Williams' role as H&M's new global sustainability envoy. H&M and the actor and environmental campaigner will collaborate on a number of circularity campaigns in 2021, including the unveiling of H&M Loop Island in Nintendo's iconic game "Animal Crossing: New Horizons.

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