H&M is proud to present a brand new concept, Innovation Stories, which will result in a series of collections throughout 2021. Each drop will celebrate forward-thinking sustainability processes. Science Story, the first of these collections, will be available in select stores and on hm.com from March 18.
H&M has a long history of making positive change and driving progress towards sustainable fashion. With its latest initiative, Innovation Stories, H&M takes positive transformation even further with a directional concept that highlights innovation, sustainable manufacturing and design.
The first collection launched as part of the collective and entitled Science Story pays tribute to the brilliant minds behind the creations of the future. With it, we are introducing new materials such as EVO by Fulgar®, an organic yarn derived from castor oil, and Desserto, a vegetable alternative to leather, produced from cactus plants.
Highlights of women's clothing include the shiny white jeans with wide legs and removable double belt, the chalk-white shirt, slightly cropped, with an oversized chest pocket, and the tight-hem tracksuit. The energetic and daring accessories are trendy solutions to the sober and classic clothes of the collection: the voluminous necklace with orange spirals and rhinestones, the coordinated earrings, the green strappy sandals and high heels and the blue sunglasses , in recycled plastic, with double glass frame.
"Innovation Stories" is a platform that pushes our innovation to the next level.
The initiative encourages us to work with scientists and developers and highlights
our progressive ideas.
Science Story is a tribute to the years of research and experimentation
behind these incredible materials, ”
says Ella Soccorsi, Concept Designer at H&M.
The Science Story collection launches March 18 and will be available at hm.com.
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