Holiday dressing just got more joyful and sustainable

Published December 6, 2021, 10:07 AM

by John Legaspi

H&M’s ‘Innovation Circular Design Story’ will definitely get you in the right party mood

Sustainable designs don’t just mean earth-friendly clothes in muted neutral palettes. For the season, global retail brand H&M brings an array of ethically-made, perfect-for-the-holidays pieces that merge joy and sustainability.

Dubbed “Innovation Circular Design Story,” the collection is the latest addition to the brand’s Innovation Stories, a ground-breaking new sustainability initiative that focuses on forward-thinking design and innovative materials. Made using a plethora of cutting-edge recycled and recyclable materials, and with maximum attention to adaptability and usage, the collection highlights H&M’s commitment to a more circular form of production.

“Fashion has the power to transform, to enliven, to empower,” Ella Soccorsi, concept designer at H&M, says. “This collection is a tribute to this, and to the special excitement that comes when you’re getting ready to go out, just before the party, styling yourself, ready to head into the night with friends, full of joy and enthusiasm.”

Pieces from the ‘Innovation Circular Design Story’ (Photos by Rafael Pavarotti)

According to the brand, the collection has been created using a design tool called the Circulator which allows the design team to consider all stages of the garment creation process, from expected lifetime to materials and design strategies. The Circulator is being developed by H&M Group in order to support the company in its efforts to become more circular and to reach its goal of becoming climate positive by 2040. The aim is that all HSM products will be designed using the tool by 2025.

To bring life to the party, a campaign titled “Just before the party starts” is produced with photographer Rafael Pavarotti helming the lenses. The theme captures the sensation of getting ready, and the optimism and individuality of those who love fashion, glamming up, choosing looks, posing in front of the mirror, dancing, and being free. H&M has also teamed up with Normani, Gigi Hadid, and Kaia Gerber among others, to embrace the excitement and anticipation of party-prep and dressing up.

The “Innovation Circular Design Story” collection will be launched in H&M Greenbelt and online on Dec. 9, 2021. Check out the entire collection here.