16 Nov 2021

H&M’s sustainable and fabulous Innovation Circular Design Story is here

With the holidays approaching, we can all use our dose of joy. Last year we spent Christmas in sweatpants, this edition we’ll go all the way, maybe even over the top. H&M’s pioneering new collection, Innovation Circular Design Story, which will launch on December 9th, is exactly what we have in mind to make our holidays great again.

Just Before The Party Starts

The Innovation Circular Design Story is the latest addition to H&M’s Innovation Stories, a ground-breaking new sustainability initiative that focuses on innovative design and cutting-edge materials. It’s designed for those who love to experiment with fashion, those who see getting dressed as a way of expressing themselves.

Pioneering photographer Rafael Pavarotti translated this feeling of joy into a cheerful campaign titled Just before the party starts. Fashion isn’t just about showing your outfit to the outside world, it’s also about the sensation of getting ready, glamming up, choosing looks, and feeling good about yourself. Stylist Ib Kamara co-created the collection together with the H&M design team. Both Kamara and Pavarotti were given creative agency to bring their dynamic, colorful vision to life.

Climate Positive

We’re well aware of the fact that fast fashion and sustainability don’t always go hand in hand. H&M, however, has been taking steps in the right direction for years, and they continue to do so. This collection has been designed using a design tool called the Circulator, which allows the H&M design team to consider all stages of the garment creation process, from expected lifetime to materials and design strategies. H&M’s goal is to become climate positive by 2040. The aim is that all H&M products will be designed using the tool by 2025.

Also, do not forget that being sustainable also is the responsibility of each of us. Pick the items that end up in your wardrobe wisely.

The collection will be available from December 9th on hm.com and in selected stores. 

Photo credits: Rafael Pavarotti

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