The Science Story collection
This year, H&M is launching Innovation Stories, a series of collections dedicated to promoting the use of new, more sustainable materials, technologies and production processes within the garment industry.
“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”, says Ann-Sofie Johansson, creative advisor at H&M.
First up is Science Story, a collection that challenges the status quo by championing cutting-edge textiles developed by brilliant thinkers, researchers and scientists.
Did you know that prickly pear cactus can be used to make smooth vegan leather or that castor beans can be turned into ultra-light, stretchy fabric? Science Story introduces Desserto®, a plant-based leather made from organically grown cactus, and EVO by Fulgar®, a bio-based yarn derived from castor oil, a renewable resource.
“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”, says Ella Soccorsi, concept designer at H&M.
Science Story unites the energy of the present moment and the optimism promised by a sustainable future. The collection is built around modern and experimental garments made with innovative new textiles. The looks are elevated by unexpected design elements like flashy cutouts and adjustable details and tamed by a calm and refined palette of sky blue, pure white and mint green. Key pieces include bright white wide-leg jeans with a removable double waistband, a cropped collared shirt with an oversized breast pocket and a cuffed tracksuit. Bold, dynamic accessories inject a thrilling flash of colour and vitality. A few of our favourites are a chunky necklace made of interconnecting orange swirls and embellished with rhinestones, block-heeled acid yellow strappy sandals and double-framed blue sunglasses.
Every innovation is a step forward. Every positive change is an action of progress. Together, we have the power to shift the narrative of fashion toward a more sustainable future.
The Science Story collection will be available at hm.com from 18 March