H&M’s Innovation Circular Design Story Collection

Posted on November 16, 2021

H&M’s pioneering new collection, Innovation Circular Design Story, celebrates two themes; sustainability and joy. It is about embracing the future, boldly. Made using a plethora of cutting-edge recycled and recyclable materials, and with maximum attention to adaptability and usage, the collection highlights H&M’s commitment to a more circular form of production. To celebrate this new collection, H&M has teamed up with Normani, Gigi Hadid and Kaia Gerber, to embrace the excitement and anticipation of party-prep and dressing up.

The Innovation Circular Design Story is the latest addition to H&M’s Innovation Stories, a ground-breaking new sustainability initiative that focuses on forward-thinking design and innovative materials. The collection is for those who love to experiment and express themselves, and this jubilant ethos is also reflected in the campaign; shot by the pioneering photographer Rafael Pavarotti and titled “Just before the party starts”. The theme captures the sensation of getting ready, and the optimism and individuality of those who love fashion, glamming up, choosing looks, posing in front of the mirror, dancing, and being free. The collection was created by the H&M design team together with the stylist Ib Kamara, who contributed as Creative Advisor and styled the campaign. Both Kamara and Pavarotti were given creative agency to bring their dynamic, colourful vision to life. The campaign will be unveiled on 16 November, ahead of the collection’s release in selected stores and online from 9 December 2021.






[Phot Credit: Courtesy of H&M]

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