Press release

H&M Launches New Sustainability Concept With The Debut Collection Science Story

H&M is proud to introduce a brand new concept, Innovation Stories, which sees a range of collections launch throughout 2021. Each drop will be celebrating forward-thinking sustainability processes. First out is Science Story, available in selected stores and at from March 18.

23 Feb, 2021 09:00 CET

H &M has long been dedicated to making positive change and to drive progress within sustainable fashion. The latest initiative, Innovation Stories, sees H&M push further for positive transformation with a directional concept that showcases innovation, sustainable fabrications and design.

The first collection to launch under the collective is Science Story, which pays tribute to the brilliant minds behind fabrications of the future. With it, we introduce 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. Energetic and bold accessories are the edgy antidote to the collection's clean and classic clothing; the chunky necklace with orange swirls and rhinestone detailing, coordinating statement loop rhinestone earrings, high-heeled green strap sandals and recycled plastic blue sunglasses with a double-lens frame.

“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”,

 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”,

Ann-Sofie Johansson, Creative Advisor at H&M.

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine