The theme of love served as inspiration for the fifth edition of H&M’s “Innovation Stories” concept.
The capsule collection, which is dedicated to sustainable manufacturing processes, combines expressive designs with innovative materials, the Swedish fashion group announced in early April. The collection will be available from April 21st.
The “Innovation Stories” are a collection concept that was introduced in early 2021. The collections created as part of this concept are intended to focus on sustainable materials, technologies and production processes. In the first four collections called “Science Story”, “Colour Story”, “Co-Exist Story” and “Circular Design Story” topics such as material innovation, dyeing methods, animal welfare and circularity were dealt with. The fifth collection, called Innovation Cherish Waste, is all about recycling fabric waste. In addition to novel materials such as plant-based leather, which is made from plant fibers, vegetable oil and minerals, H&M also uses “reused, recycled and environmentally friendly materials, many of them from recycled clothing, marine plastic and other waste materials”.
Clothing as part of a love story
The designs of the collection are based on the themes of love, romance and connectedness. “The design team talked about who we become when we fall in love – and how our clothes become part of the love story. So we designed a collection about love and its many kinds: romantic, difficult, passionate, non-binary and platonic,” says Ella Soccorsi, concept designer at H&M. Some of the garments have tags that allow the wearer: inside allow personal messages to be recorded in clothing.
The silhouettes of the collection are sweeping, the materials are varied and the colors are bright. From a pink heart-shaped dress, to white ruffled dresses, black and red heart-print two-piece suits, to an orange cardigan with a three-dimensional finish and flame-effect bangles, the collection consists of “dramatic, eye-catching pieces,” says Ann- Sofie Johansson, Creative Advisor at H&M.
