The H&M Innovation Re-Enchantment Design Story collection will be out tomorrow

H&M 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.

“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, and we know it will have a big impact on future collections,”
Ann-Sofie Johansson, creative advisor at H&M

Designed to emulate the glittering magic of naturally-occurring crystals and minerals, the collection manifests in classic, clean silhouettes in precious jewel tones trimmed with glistening decoration. 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,”
Ella Soccorsi, assortment designer at H&M.

The H&M Innovation Re-Enchantment Design Story collection will be on sale in selected stores and online at from March 23.

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