H&M Innovation Stories: Shop H&M’s Fifth Sustainable Collection | Glamour UK
The collection combines bold proportions – think: structured shoulders and oversized sleeves – with playful prints (leopard and Y2K heart-print) and statement cut-out detailing. To take you from bottomless brunch to urban picnic in one fell swoop.
“The collection is a celebration of love, filled with wardrobe heroes that feel comfortable to wear, even if they are dramatic, statement pieces,” said Ann-Sofie Johannson, creative advisor at H&M. “My advice is to step out of your comfort zone and explore versatile combinations: dare to wear an oversized leopard-print coat with heart-shaped spots with a tight, cut-out bodysuit, or relax in a coordinated set with heart motifs inspired by foil balloons.”
Satin and lace top
As for the collection’s headline pieces, it’s all about the summer dresses: a bubblegum pink heart-shaped evening dress to a pale blue puff ball mini and a spiked pink dress, all made from recycled polyester.
“The design team wanted to create a collection about love, intimacy and forging connections – not just with each other, but our wardrobes. Each piece has been designed to allow the wearer to express their true self, and to express their values by utilising materials that combat waste. And once they’ve got all the love they can from the piece, we hope that they will pass it onto someone new,” Ella Soccorsi, concept designer at H&M told us.
Yep: understanding its customer’s increasing desire to shop consciously, the Innovation Stories collection has some seriously impressive sustainability credentials to accompany the epic design. For the first time, all the products in the collection have a label inside which the wearer can then address to its new owner if they decide to share the love and eventually pass it on to someone new. So. Cute.
What’s more, collection “Cherish Waste” features materials which are made from waste, such as preloved clothing, ocean-bound plastic. Plus, the brand has incorporated the use of AirCarbon – a biomaterial made by natural organisms that use air and gas from greenhouse gases that otherwise go into the atmosphere – for the first time.