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’.
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.