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H&M’s Innovation Circular Design Story collection is coming



Get ready for the party.

H&M is releasing a pioneering new collection titled the Innovation Circular Design Story.

The Innovation Circular Design Story collection is about embracing the future boldly and celebrates sustainability and joy.

Made using a plethora of cutting-edge recycled and recyclable materials the collection highlights H&M’s commitment to a more circular form of production. The collection will launch in the Sandton City and V&A Waterfront stores on 9 December 2021.

The Innovation Circular Design Story is the latest addition to H&M’s Innovation Stories and is a ground-breaking new sustainability initiative that focuses on forward-thinking design and innovative materials.The collection is for those who love to experiment and express themselves, and this jubilant ethos is also reflected in the campaign; shot by the pioneering photographer Rafael Pavarotti and titled “Just before the party starts”.

The theme captures the sensation of getting ready, and the optimism and individuality of those who love fashion, glamming up, choosing looks, posing in front of the mirror, dancing, and being free. 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, colourful vision to life.

Stylist and Creative Advisor Ib Kamara says, “I was proud to work with H&M on a collection that is so committed to circularity and positive change, while also embracing style, bold colour, great fit. It’s a really multifaceted, rich collection, and it captures a special feeling for me; the excitement and anticipation of getting ready, of choosing a look and making oneself into a star.”

Concept Designer at H&M Ella Soccorsi added, “Fashion has the power to transform, to enliven, to empower. This collection is a tribute to this, and to the special excitement that comes when you’re getting ready to go out, just before the party, styling yourself, ready to head into the night with friends, full of joy and enthusiasm.”

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.

Take an exclusive look at The Innovation Circular Design Story collection in the gallery below.




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