H&M colour collection uses plant-based pigments – focuses on sustainable dyeing techniques to colour garments

12 April 2021: H&M’s new collection focuses on more sustainable methods of working with colour by using new dyeing and printing processes and techniques that have less impact on the environment. Through biotechnology, plant-based pigments, and closed-loop systems, the collection focuses on creating sustainably produced colours with less water consumption.

Key pieces include a digitally printed spaghetti-strap-waisted cropped shirt and drawstring skirt, as well as a plant-based dyed, caped dress and poncho-style hoodie. A chestnut brown matching top and trouser set were produced through a unique spin dyeing technique.

Rounding out the collection are various accessories such as hooped earrings made from recycled glass with no added colour pigments and chunky-soled sandals made from Bloom, which is a flexible foam, partly produced with algae biomass.

H&M also stated that keeping with its mission towards a more circular fashion future, the brand will be offering a unique selection of pieces for customers to rent in Stockholm and Berlin.

Ella Soccorsi, a concept designer at H&M, stated, “Working with such interesting innovators and their wonderful ideas has been an incredible journey. Colorifix, for example, is the first company to use a natural, biological process to produce and fix pigments onto textiles. They’re launching worldwide with this collection. We’re thrilled that despite its state-of-the-art manufacture, the collection feels effortlessly modern and fresh.”

The collection’s colour palettes focus on warm oranges, indigos, sage greens and soft yellows. The brand stated it used carefully crafted earthy tones to give a soothing, inviting quality while focusing on organic, optimistic energy.