Image: H&M Magazine
“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.”
This month, Swedish fashion giant H&M is launching ‘Innovation Stories’- a new series of collections to further “innovation, sustainable fabrications and design.”
The first line under the concept is Science Story, which will introduce new fabrics that challenge the status quo and have been developed by ‘brilliant thinkers, researchers, and scientists’.
According to H&M, Science Story will feature Desserto, a plant-based alternative to leather produced from cactus plants, and EVO by Fulgar, a bio-based yarn derived from castor oil.
The cactus leather was developed in 2019 by Adrián López Velarde and Marte Cázarez and has also won multiple awards such as the 2020 Green Product Award and the LVMH Innovation Award 2020.
The castor bean oil-based yarn will be used to create a fabric similar to nylon, which is otherwise typically made from a group of plastics called polyamide.
‘Spotlight on our progressive ideas’
“Innovation Stories is a platform that pushes our experimentation to the next level,” Ella Soccorsi, Concept Designer at H&M, said in a press statement.
“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.”
Science Story collection
The line features modern and contemporary garments including wide-leg bright white jeans with removable double waistband, a lightly-cropped chalk-white shirt with oversized breast-pocket, as well as a cuffed tracksuit.
Accessories such as recycled plastic blue sunglasses with a double-lens frame as well as a ‘chunky necklace with orange swirls and rhinestone detailing, coordinating statement loop rhinestone earrings, and high-heeled green strap sandals’ are also included in this collection.
‘Sustainable and circular fashion’
Ann-Sofie Johansson, Creative Advisor at H&M, added: “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.”
The company plans to launch the collection at hm.com from 18 March.
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