What: a series of eco-friendly collections

Why it is important: sustainability has become an essential part in a business’ strategy, especially in retail. The fast-fashion group has been trying to upgrade its image these past years through various sustainable actions and commitments: recycling, organic materials, sustainable line (Conscious). Now the H&M brand is launching a series of eco-friendly collections called Innovation Stories

The brand concept will celebrate sustainability, modern design processes, and a circular fashion system. The first collection Science Story will launch in March and will introduce new materials in its production cycle, such as bio-based yarn derived from castor oil and Desserto, a plant-based alternative to leather produced from cactus plants. The collection will feature jeans, top and tracksuit among others. More collections will drop throughout the year. “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,” stated Ella Soccorsi, concept designer at H&M.

H&M's Innovation Stories concept drives it deeper into sustainability

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