CB BureauH&M launched a range of collections under the concept Innovation Stories, unravelling forward-thinking sustainability processes. First out is Science Story, available in select stores and at hm.com from March 18.
As per the press release shared with CauseBecause, Innovation Stories showcase innovation, sustainable fabrications and design – all part of H&M’s push towards sustainable fashion.
Science Story is intended to pay tribute to the minds behind fabrications of the future. With this collection, H&M introduces new materials such as EVO by Fulgar ®, a bio-based yarn derived from castor oil, and Desserto, which is a plant-based alternative to leather, produced from cactus plants. Key womenswear pieces include the wide-leg bright-white jeans with removable double waistband, the lightly-cropped chalk-white shirt with oversized breast-pocket, and the cuffed tracksuit.
‘Innovation Stories is a platform that pushes our experimentation to the next level. The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials,’ explains Ella Soccorsi, concept designer at H&M.
‘Our new concept continues H&M’s journey towards a sustainable and circular fashion system. Innovation Stories allows us to develop and grow, all while creating desirable and long-lasting pieces that we hope our customers will love and be proud of,’ creative advisor at H&M Ann-Sofie Johansson adds her bit.