H&M introduced Innovation Stories, which debuts multiple collection launches throughout 2021. Each drop will celebrate forward-thinking sustainability processes. The first launch is Science Story.
Science Story pays tribute to the minds behind fabrications of the future. 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. Key womenswear pieces include the wide-leg bright white jeans with removable double waistband, the lightly cropped chalk-white shirt with oversized breast-pocket and the cuffed tracksuit.
“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,” said Ella Soccorsi, concept designer at H&M.
“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,” said Ann-Sofie Johansson, creative advisor at H&M.
