H&M has introduced a unique brand concept titled Innovation Stories, which celebrates sustainability, modern design processes, and a circular fashion system. H&M group has always been the headline when it comes to sustainability.
The first collection to launch under the collective is Science Story. Science Stories, a collection that challenges the status quo by championing cutting-edge textiles developed by brilliant thinkers, researchers, and scientists. H&M said it had introduced new materials in its production cycle, including bio-based yarn derived from castor oil and Dessert, a plant-based alternative to leather produced from cactus plants. Pieces in the collection include wide-leg white jeans with a removable double waistband, lightly cropped chalk-white shirts with oversized pockets, and cuffed tracksuits.
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 sky blue palette, 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 color and vitality. A few of our favorites are a chunky necklace made of inter- connecting orange swirls and embellished with rhinestones, block-heeled acid yellow strappy sandals double-framed blue sunglasses.
Innovation Stories collections will continue to drop throughout 2021, each with sustainability at the forefront. The first collection, Science Story, is available beginning March 18.
