The womenswear and menswear collection are designed for a modern city-dweller who flits between late-night parties and early-morning hikes. The collection combines innovative animal-substitute fabrics and more sustainably sourced materials with a fashion-forward mentality. Extreme volumes, ’90s-inflected partywear and functional outerwear all feature, alongside pioneering innovations such as FLWRDWN™, an alternative to animal down made using wildflowers, and VEGEA™, a plant-based substitute for oil-based and animal-derived leathers.
Key pieces for women include an oversized cream faux fur coat in recycled polyester, and a one-shouldered knitted dress with a dramatic fringed hem in an ECONYL® blend. For men, a graffiti-print recycled nylon oversized anorak evidences a streetwear-led aesthetic. In accessories, heavy-duty rubber fisherman’s boots in Yulex® natural rubber take centre stage for women, with cosy FLWRDWN™ puffer shoes for men. The collection also includes vegan make-up – two lipsticks and an eyeliner pack – which, in a first for H&M, is certified by The Vegan Society.
For kids, one-size-up recycled nylon anoraks and FLWRDWN™ puffer jackets come in exuberant hues, while T-shirts and loungewear are enlivened with slogan patches that declare allegiance to the animal kingdom and support for PETA’s work.
“The ‘Co-Exist Story’ collection epitomises our ongoing commitment at H&M to exploring innovative alternatives to animal-derived fabrics while still offering our customers cutting-edge fashion. H&M and PETA have enjoyed a positive dialogue throughout the project, and we are proud to support the valuable work that PETA is doing every day,”
Ann-Sofie Johansson, creative advisor at H&M.
“Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We’re thrilled to partner with H&M on a collection that features fabulous vegan designs that are kinder to the planet and to the animals who live on it,”
PETA Corporate Responsibility Manager Laura Shields.
“We designed this collection for modern urbanites, those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature. We’re proud to be able to unite two passions: versatile, fashion-forward design with more sustainable PETA-approved alternatives to animal-derived materials,”
Malin Dubois, senior designer at H&M.
About the campaign
The ‘Co-Exist Story’ campaign was photographed by Johnny Dufort and styled by Alexandra Carl at the vegan-run Hillside Animal Sanctuary in Norfolk, one of the UK’s largest animal sanctuaries for rescued farm animals, with the approval of PETA.
About H&M Innovation Stories
H&M Innovation Stories was launched in early 2021 and comprises a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes. The first, “Science Story”, championed cutting-edge sustainable materials. The second, “Colour Story”, prioritised more sustainable methods of working with colour. The third, "Co-Exist Story", centres on animal-friendly fashion and alternatives to animal-based textiles and will launch in November 2021.
For more information and background around the campaign, including additional imagery and products, please source H&M Magazine