H&M has introduced a new brand concept known as ‘Innovation Stories’. The concept includes launch of multiple collections in 2021. Each collection will emphasize on the importance of adopting forward-thinking sustainability processes, says the brand.
The first collection, Science Story, pays tribute to innovators of future fabrications. The collection 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. It includes key womenswear pieces like a wide-leg bright white jeans with removable double waistband, a lightly cropped chalk-white shirt with oversized breast-pocket and a cuffed tracksuit.
In its 2020 Sustainability Performance Report, H&M had announced its intention to use 30 per cent recycled materials by 2025. Currently, the brand uses 64.5 per cent recycled materials.