H&M’s “Color Story” Collection

Posted on April 05, 2021

H&M is thrilled to announce the latest Innovation Stories collection, Colour Story. Following the first drop Science Story, the second drop celebrates new, more sustainable methods of working with colour. Joining forces with innovators, H&M created a selection of contemporary pieces that bring awareness to the dyeing and printing processes environmental impacts. Colour Story uses cutting-edge dyeing techniques, such as biotechnology, plant-based pigments and closed-loop systems, that not only create unique and charming colours but have less impact on the environment. Carefully crafted earthy tones give the collection a soothing, inviting quality, while swathed styles and denim add a confident urban sensibility. The collection will launch in selected stores and at hm.com from 15 April.






[Photo Credit: Courtesy of H&M]

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