In early 2021 Swedish fashion chain H&M introduced its ‘Innovation Stories’ concept comprising a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes. So far three collection drops were presented, including “Science Story” featuring cutting-edge sustainable materials, “Colour Story”, which prioritized more sustainable methods of working with color, and “Co-Exist Story”, which centered on animal-friendly fashion and alternatives to animal-based textiles.
H&M's Circular Design Story look
The fourth and latest, “Circular Design Story” focuses on more circular design strategies and fabrics and will launch in time for the holiday season from 9 December. Made using a plethora of recycled and recyclable materials, and with maximum attention to adaptability and usage, the collection wants to highlight H&M’s commitment to a more circular form of production.
H&M's Circular Design Story look
At the same time it aims to show that recycled clothes can be fun and glamourous. This jubilant ethos is also reflected in the campaign; shot by the photographer Rafael Pavarotti and titled “Just before the party starts”. The collection was created by the H&M design team together with the stylist Ib Kamara, who contributed as creative advisor and styled the campaign. Both Kamara and Pavarotti were given creative agency to bring their dynamic, colorful vision to life. Instagram posts by musician Normani and models Gigi Hadid and Kaia Gerber amongst others offer a preview of the collection.
H&M's Circular Design Story look
The 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. The Circulator is being developed by H&M Group in order to support the company in its efforts to become more circular, and to reach their goal of becoming climate positive by 2040. The aim is that all H&M products will be designed using the tool by 2025.
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