H&M presents the Innovation Circular Design Story

H&M's forward-thinking new collection, the Innovation Circular Design Story, celebrates two themes: Sustainability and Joy. It's about facing the future boldly and with open arms.
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The collection is made from a variety of state-of-the-art recycled and recyclable materials. To underline the commitment to climate protection, a cycle-oriented production method was chosen for the first time. 

What does that mean exactly? In the fashion industry, the big problem is the recycling of materials. Once they have been processed into a garment, it is difficult to break it down into its components again for new use. As a result, millions of tonnes of resources go up in flames in the fires of the world's waste facilities every year - or worse - are "dumped" in developing countries.  

So a new more ecological way of thinking is urgently needed. And to celebrate this new collection, H&M has collaborated with big names and top models, including Normani, Gigi Hadid, and Kaia Gerber, among others, to create a sense of anticipation. Anticipation of what will hopefully be possible again someday after all: Celebrating in grand style! 

And for this "big style", H&M has also come up with the right design pieces. 

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The Innovation Circular Design Story is the latest addition to H&M's Innovation Stories, a new sustainability initiative that focuses on the forward-looking design and innovative materials.

The collection is aimed at those who love to express themselves and experiment through fashion, and this joyful ethos is also reflected in the campaign by emerging photographer Rafael Pavarotti. Titled "Just before the party starts", he captures the exuberant mood as people get dressed up. 

Optimism and individuality of those who love fashion, choosing outfits, posing in front of the mirror, dancing, and feeling free. 

The collection will be available in selected stores and online at from 9 December 2021.

Video H&M Circular Design Story
"Fashion has the power to transform, energise and empower. The collection is a tribute to that and to the special anticipation you feel when you style yourself just before the party, full of joy to spend the evening with friends." - Ella Soccorsi, Concept Designer at H&M

What is special here is not only the material but also the production process, because the collection was designed with the help of a design tool called Circulator, which enables the H&M design team to consider all phases of the garment creation process. This starts with the expected lifespan and also includes the materials and design strategies used.

The Circulator was developed by the H&M Group to support the company in its efforts to improve the circular economy and achieve the goal of becoming climate neutral by 2040. The objective is that all H&M products will be designed using this tool by 2025. A new age for fashion, a new age for H&M. 

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