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HomeNEWSH&M launches new sustainability concept

H&M launches new sustainability concept

Renowned retailer H&M is once again proving their commitment to sustainable fashion with the introduction of its brand new concept, Innovation Stories.

The concept will see a range of collections launch throughout 2021, each celebrating forward-thinking sustainability processes.

H&M creative advisor, Anne-Sofie Johansson, says the new concept continues the brand’s journey to a sustainable and circular fashion system.

“Innovation Stories allows us to develop and grow, all while creating desirable and long-lasting pieces that we hope our customers will love and be proud of.”

The first collection out is Science Story which will be available in selected stores and online from March 18.

Paying tribute to the brilliant minds behind fabrications of the future, the debut collection introduces new materials such as EVO by Fulgar, a bio-based yarn delivered from castor oil, and Desserto, a plant-based alternative to leather, produced from cactus plants.

Key womenswear pieces among Science Story include the wide-leg bright white jeans with removable double waistband, the lightly-cropped chalk-white shirt with oversized breast-pocket, and the cuffed tracksuit. To complement the clean and classic clothing, the range also includes bold statement jewelry like the chunky necklace with orange swirls and rhinestone detailing, statement loop rhinestone earrings, high-heeled green strap sandals, and recycled plastic blue sunglasses with a double-lens frame.

Ella Soccorsi, concept designer at H&M, says Innovation Stories is a platform that pushes the brand’s experimentation to the next level.

“The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials.”

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