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