H&M launches first sustainable collection- Science Story under its Innovation Stories

Recently, a new sustainable concept is launched by clothing giant H&M titled Innovation Stories which will feature a range of collections all through 2021, featuring sustainability, new innovative materials, modern design processes, technologies, and a circular fashion system.

The first one in this collection is Science Story which is developed using plant-free leather and other eco alternative materials. It includes EVO by Fulgar, Desserto, a plant-based alternative to leather produced from cactus plants, and bio-based yarn derived from castor oil.

The collection includes womenswear such as wide-leg white jeans with a removable double waistband, lightly-cropped chalk-white shirts with oversized pockets, and cuffed tracksuits. Along with this it also consists of accessories such as green strappy sandals, a necklace with orange swirls and rhinestone detailing, statement rhinestone hoop earrings, recycled plastic blue sunglasses, and many more.

Concept designer at H&M Ella Soccorsi said that our experimentation is pushed to the next level throughout the platform of Innovation Stories. The initiative has motivated them to work with scientists and developers and highlight their progressive ideas. Behind the incredible materials of research and experiments, Science Story is a homage to the years of research and experiments.

Innovation Stories collections will continue to drop throughout 2021 which will prioritize sustainability. The first collection- Science Story, will be available from March 18.

H&M creative advisor Ann-Sofie Johansson said that H&M’s journey towards a sustainable and circular fashion system is continued with their new concept. They hope that customers will love and would be proud of these Innovation Stories which allowed them to develop and grow while creating desirable and long-lasting pieces.