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H&M’s love concept for ‘Innovation Story’ collections

Fashion retailer H&M has taken another step towards the concept of love, with a collection that said “investigates our passionate relationship with clothes”, for the fifth edition of its ‘Innovation Stories’.

H&M's love concept for 'Innovation Story' collections
Figure: They created a collection about love and its many guises- romantic, tough, passionate, non-binary and platonic.

According to the retailer, the Cherish Waste Collection, the new line incorporates repurposed, recycled, and low-impact materials into its production, with many pieces utilizing recycled garments, ocean-bound plastic, and other waste materials.

Concept designer at H&M, Ella Soccorsi, said, “The design team was talking about who we become when we fall in love – and how our clothes become a part of the love story.”

So, they created a collection about love and its many guises- romantic, tough, passionate, non-binary and platonic.

Also, they are passionate about circularity, so most of the pieces have labels inside to encourage customers to write their names and a personal message when it is time to pass them on.

H&M also used the biomaterial, AirCarbon, and recycled polyester by Repreve. Naia Renew, a sustainable fiber, have been used for selection products like- shirt and trouser combination, and Mirum, a plant-based leather the retailer has implemented into a number of accessories.

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