H&M’s latest innovation story collection features Mirum, AirCarbon

YarnsandFibers News Bureau 2022-04-15 08:44:00 – Sweden

Swedish fast-fashion giant, H&M, has taken another step toward its goal of offering more sustainable fashion with the fifth drop for its sustainability initiative Innovation Stories.

The retailer is centering its theme for the fifth edition of its 'Innovation Stories' on the topic of concept of love, with a collection that it said “investigates our passionate relationship with clothes”.

The romance-themed collection entitled the Cherish Waste Collection, invites customers to fall in love with materials made from waste. The new line incorporates repurposed, recycled, and low-impact materials into its production, with many pieces made from recycled garments, ocean-bound plastic, or other waste materials.

Ann-Sofie Johansson, creative advisor at H&M, said that this collection is a celebration of love, filled with wardrobe heroes that feel comfortable to wear, even if they are spectacular statement pieces. Her advice is to push yourself out of your comfort zone and try new things: pair an oversized leopard-print coat with heart-shaped spots with a tight, cut-out bodysuit, or unwind in a coordinated set with heart designs inspired by foil balloons.

Ella Soccorsi, concept designer at H&M, said that the design team intended to make a collection about love, intimacy, and forging connections – not just with each other, but also with our wardrobes. Each piece was created to allow the wearer to express their true self while also expressing their ideas through the use of waste-reduction materials. They hope they'll pass it on to someone fresh once they've gotten all the love they can from the artwork.

To make beautiful fashion statements, the collection combines strong proportions with cutting-edge materials that repurpose waste. MIRUM®, recycled silk, and AirCarbon™ are among the materials used for the first time by H&M.

Dresses, from a bubble gum-pink heart-shaped evening gown to a pale blue puff-ball mini and a pink knitted spike dress, are the standout pieces, all produced from recycled polyester. On a frill-trimmed pink shirt, recycled silk manufactured from waste silk is utilized, while MIRUM®, a plant-based leather derived from plant fibers, vegetable oil, and minerals, is used on a pair of court shoes and a studded bracelet.

Black hearts created from AirCarbon™, a biomaterial generated by natural microorganisms that uses air and carbon from greenhouse gasses that would otherwise go into the atmosphere, are featured on a convertible chain necklace and rhinestone earrings.

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