The Innovation Circular Design Story, H&M’s groundbreaking new collection, is about courageously embracing the future and emphasises two themes: sustainability and joy.
The collection, which was created with a variety of cutting-edge recycled and recyclable materials, driven by a focus on adaptation and usage, exemplifies H&M’s dedication to a more circular form of production. H&M has partnered up with Normani, Gigi Hadid, and Kaia Gerber, among others, to celebrate this new collection by embracing the excitement and anticipation of party-prep and dressing up.
H&M’s Innovation Stories, a ground-breaking new sustainability programme that focuses on forward-thinking design and novel materials, has added the Innovation Circular Design Story to its series of collections. The collection is aimed at anyone who likes to explore and express themselves, a progressive ethos reflected in the campaign, which was captured by photographer Rafael Pavarotti and captioned “Just before the party starts,” clearly reflecting the essence of this exuberant mentality.
The theme in this campaign film encapsulates the excitement of getting ready, as well as the optimism and individuality of folks who enjoy fashion, glamming up, selecting outfits, posing in front of the mirror, dancing, and just being free.
The H&M design team worked on the collection in collaboration with stylist Ib Kamara, who served as Creative Advisor and also styled the campaign. Kamara and Pavarotti were both given free will to express their creativity, which then birthed this vibrant and colourful vision. After the campaign made its debut back in November, the collection was released on 9th December in select stores and online. And according to the website, items from the womenswear collection almost sold out instantly!
“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.” – Ib Kamara, Stylist and Creative Advisor
With the concept of circularity in mind, the collection was created with the Circular Product Development Guideline, a design tool that helps the H&M design team to think about all stages of the garment development process, from the estimated lifetime to materials and design concepts. H&M Group is developing the Circulator to aid the corporation in its attempts to become more circular and achieve its aim of becoming climate positive by 2040. By 2025, the technology is expected to be used to design all H&M items.
“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.”
– Ella Soccorsi, Concept Designer at H&M
H&M Innovation Stories, which debuted in early 2021, is a series of thematic collections dedicated to promoting more environmentally friendly materials, technology, and manufacturing practices. “Science Story” was the first, and it promoted cutting-edge sustainable materials. The second, “Colour Story,” focused on more environmentally friendly ways of working with colour. The third, “Co-Exist Story,” debuted in November 2021 and focused on animal-friendly design and alternatives to animal-based fabrics. The fourth and most recent, “Circular Design Story,” focuses on additional circular design methods and textiles.
You can view the collection on the H&M website here !
To learn more about the collection, click play!
Here are some of the pieces that caught our eye at the collection preview!
Sequined Dress RM419.95
Fun fact: According to Colour Psychology, the colour Pink is believed to have a calming effect. And would you look at this beauty! *sobbing and punching the air right now*
Dramatic-sleeved Dress RM549.95 and Knee-high Boots RM799.95
Va Va Voom! Turn heads in this dramatic sequined number with bold boxy shoulders paired with matching knee-high boots. Personally, I’d get this to dress up as Satan’s mistress but you do you.
Oversized Faux Fur Coat RM799.95
So fresh, so fly! Cop this oversized faux fur coat and stuff it in your wardrobe for the next time you travel to Paris.
Short Bow-front Dress RM329.95
This rosy mini dress is so cute! It reminds me of those little rubber dresses that come with the Polly Pocket doll, so adorbs 💗
Short Tulle Dress RM899.95
Another bold look from the collection, can you believe it’s made entirely out of recycled polyester??? Mother Nature would definitely be a fan of this.
Voluminous Tulle Dress RM1,499.95
Yes, this is the same exact dress Kehlani wore to the 2021 Fashion Awards. For me to see it in person was a dream! It’s just such a shame I didn’t try it on 🙁
To see Kehlani’s H&M look at the 2021 Fashion Awards, click here! 👇