H&M’s Latest Innovation Story Spotlights More Sustainable Embellishments
03 April 2023: H&M is proud to present its latest collection from the Innovation Stories platform, a Sixties-tinged offering that focuses on more sustainable embellishment. Hand-worked mini dresses and co-ordinated sets sparkle thanks to 100% recycled-content sequins, rhinestones and beads. H&M Innovation Re-Enchantment Design Story collection will be available online at hm.com from March 23.
“With this collection we wanted to focus on the progress H&M has made with recycled-content embellishments. It’s always important to take a long-term perspective when it comes to sustainability, while at the same time agitating for change. Increasing the recycled content of the sequins, beads and rhinestones to 100% in this collection represents years of hard work and collaboration between multiple teams at H&M.” says Ann-Sofie Johansson, Creative Advisor at H&M.
Key pieces comprise a series of mini dresses, with two emerald-green and citrine-yellow styles rendered in recycled polyester and amped up with sequins made from recycled PET plastic bottles, and rhinestones and beads made from recycled plastic display shelves and boxes. Meanwhile a pearly-white embellished mini dress is created from a linen-viscose blend, using traceable Livaeco by Birla Cellulose™ viscose sourced from certified sustainable forests. Rhinestone-trimmed denim pieces in a blend of organic and recycled cotton form a streetwise counterpoint. A pair of statement platform shoes in an organic silk and viscose blend, using LENZING™ ECOVERO™ viscose derived from renewable wood sources and bold jewellery in faintly Surrealist shapes, made in post-consumer recycled brass, complete the line-up.
“This collection celebrates the wonder of the natural world with beautifully embellished looks designed to delight. Not only are they dazzling from a fashion perspective, but they represent a milestone in more sustainably sourced embellishments, something we’ve worked hard to improve over the last eight years,” says Ella Soccorsi, Assortment Designer at H&M.
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