H&M’s latest collection from the ‘Innovation Stories’ platform features styles with sustainable, cutting-edge embellishments that are inspired by the 1960s.
In 2021, H&M Innovation Stories was introduced. Its portfolio's themed collections are each devoted to encouraging production methods, technologies, and materials that are more environmentally friendly. This time, the Swedish-based brand focuses on hand-crafted tiny dresses and coordinated dazzle sets made entirely of sequins, rhinestones, and beads with 100% recycled content.
Sequins manufactured from recycled PET plastic bottles, rhinestones, and beads made from recycled plastic display shelves and boxes adorn the collection, which was inspired by naturally occurring crystals and minerals.
Ann-Sofie Johansson, Creative Advisor at H&M, said that with this collection, they wanted to highlight the advancements H&M has made with decorations produced from recycled materials. When it comes to sustainability, it's crucial to maintain a long-term perspective while fighting for change. They know it will have a significant influence on future collections because it took years of effort and teamwork for H&M to increase the recycled content of the sequins, beads, and rhinestones in this collection to 100%.
The collection's little dresses are made from linen-viscose blends using traceable Livaeco by Birla Cellulose viscose that comes from legally managed forests. Viscose from ethically derived sources, organic silk, reclaimed brass, and recycled cotton are also used.
Ella Soccorsi, Assortment Designer at H&M, said that this collection features gorgeously decorated outfits made to delight that honor the wonders of the natural world. They are not only stunning from a fashion standpoint, but they also mark a significant advancement in their eight-year effort to acquire embellishments more responsibly.
From March 23, 2023, certain H&M shops and online will carry the "Innovation Re-Enchantment Design Story" range.
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