H&M unveils Innovation Circular Design Story collection that celebrates sustainability

Swedish fashion giant, H&M to launch their Innovation Circular Design Story collection, which focuses on two themes; sustainability and joy. This the fourth and most recent addition is the latest addition to H&M’s Innovation Stories—”Circular Design Story,” which will be released on December 9 and will focus on more circular design strategies and fabrics.

The H&M design team collaborated with stylist Ib Kamara, who served as a creative advisor, to produce the collection, which combines circular design concepts and sustainable materials.

The H&M team evaluates the steps of the garment creation process, looking at estimated longevity, materials, and design approach, using a design tool called the Circulator. The tool aids the firm in developing more environmentally friendly and circular components for the collection. By 2025, H&M wants to use the technology to develop all of its items.

Sustainable materials that are being used in the collection include A dissolvable sewing thread called Resortecs, Repreve Our Oceans, a fiber sourced from bottles collected on shorelines and coast, Cycora by Ambercycle will also be used, which is created from old clothing and end-of-life textile waste, and Vegea, a vegan material formed from grape skins, stems, and seeds discarded during the winemaking process.

Ann-Sofie Johansson, creative advisor at H&M, said that a lot of people have preconceived concepts about circularity. With Circular Design Story, they wanted to show that it is possible to design a vibrant, fashion-forward collection while keeping circularity in mind.

Photographer Rafael Pavarotti created a series of photos titled Just Before The Party Starts to advertise the collection. The campaign’s theme attempts to capture the thrill of those who love fashion and the atmosphere of getting dressed.

Normani, Gigi Hadid, and Kaia Gerber, among others, have teamed up with the company for the campaign, posting sneak peeks of the line on Instagram. From a pink strappy sequin dress made out of recycled polyester to a fitted ensemble made out of discarded materials, each has developed their unique look from the collection.

Ella Soccorsi, concept designer at H&M, said that fashion has the ability to alter, excite, and empower people. This collection is a tribute to that, as well as to the specific exhilaration that comes with getting ready to go out, just before the party, styling oneself, preparing to head into the night with friends, full of joy and energy.

The collection includes pieces such as blazers, dresses, and coats were included in the collection with the purpose of making them versatile enough to be worn in a range of looks. The design is contemporary, yet the use of polka dots, bows, frills, tailoring, and jacquard gives it a timeless feel.

H&M Innovation Stories, which debuted in early 2021, is dedicated to promoting environmentally friendly materials, technology, and manufacturing processes. Previous tales have included the Science Story, which focused on sustainable materials, the Color Story, which advocated sustainable color techniques, and the Co-exist Story, which examined animal-friendly fashion.

On December 9, H&M will debut the Innovation Circular Design Story collection in select stores and online.