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H&M reveals sustainability concept Innovation Stories

Swedish fashion brand H&M has launched a brand-new concept, Innovation Stories, which unveils multiple collection launches throughout 2021. Each drop will celebrate forward-thinking sustainability processes. The first launch is ‘Science Story’, available in selected stores and at hm.com beginning April 1, 2021.

HM-Sustainable-Concept-Innovation-Stories
Figure: H&M launched a brand-new concept, Innovation Stories, which unveils multiple collection launches throughout 2021. Courtesy: Collected

H&M has long been dedicated to making positive change and to drive progress within sustainable fashion. The latest initiative, Innovation Stories, sees H&M push further for positive transformation with a directional concept that showcases innovation, sustainable fabrications, and design, according to H&M.

Science Story pays tribute to the brilliant minds behind fabrications of the future. The collection introduces new materials such as EVO by Fulgar, a bio-based yarn derived from castor oil, and Desserto, which is a plant-based alternative to leather, produced from cactus plants. Key womenswear pieces 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.

Energetic and bold accessories are the edgy antidote to the collection’s clean and classic clothing; the chunky necklace with orange swirls and rhinestone detailing, coordinating statement loop rhinestone earrings, high-heeled green strap sandals and recycled plastic blue sunglasses with a double-lens frame, H&M said in a press release.

“Innovation Stories is a platform that pushes our 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,” Ella Soccorsi, concept designer at H&M said in a statement.
“Our new concept continues H&M’s journey towards 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,” Ann-Sofie Johansson, creative advisor at H&M said.

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