Press release

H&M’s Colour Story collection puts a contemporary, sustainable spin on colour dyeing techniques

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 from 15 April.

29 Mar, 2021 14:00 CEST

Edgy yet bohemian, the Colour Story collection spotlights the undiscovered beauty of more sustainably produced colours. Key pieces include the digitally printed spaghetti-strap-waisted cropped shirt and drawstring skirt, as well as the plant based dyed, languid, caped dress and poncho-style hoodie, comprised of more sustainably sourced fabrics. The chestnut top and trouser co-ord, coloured with We aRe SpinDye®, are stand-outs too. Silhouettes are both flowing and form-fitting, allowing the colours to wrap and envelop the wearer. Accessories add a light grungy feel to any look; the hooped earrings made from recycled glass, with no added colour pigments, and chunky-soled sandals made from Bloom™ (a flexible foam partly produced with algae biomass) in particular. A colour palette of warm oranges, indigos, sage greens and soft yellows permeate the collection and pull focus for organic, optimistic energy.  

In keeping with our mission towards a circular fashion future, H&M will be offering a unique selection of pieces for customers to rent. Both Stockholm, Sweden and Mitte, Berlin will have a selected store with rent-able collections.   

‘We’re continually aiming to create elevated pieces with ground-breakingly more sustainable materials and processes. With this collection, our forward-thinking designs work together with revolutionary dye processes to make a positive change - be that lower water consumption or reformed manufacturing. This collection has a charming free-spirit; our customers will no doubt love these contemporary pieces, but we hope they’re inspired by the empowering sustainable narrative too.’

Ann-Sofie Johansson, Creative Advisor at H&M 


‘Working with such interesting innovators and their wonderful ideas has been an incredible journey. Colorifix, for example, is the first company to use a natural, biological process to produce and fix pigments onto textiles. They’re launching worldwide with this collection. We’re thrilled that despite its state-of-the-art manufacture, the collection feels effortlessly modern and fresh.’

Ella Soccorsi, Concept Designer at H&M

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