Press release

Hailee Steinfeld, Kehlani, Thomas Doherty, Zara Larsson, Precious Lee, Bimini, Moses Sumney and Jay Jay Bol make a statement by wearing H&M’s new collection, Innovation Circular Design Story, at the 2021 Fashion Awards

H&M is proud to celebrate its new circularity-focused collection, Innovation Circular Design Story, at the 2021 Fashion Awards, one of the most prestigious events in the fashion calendar, with Hailee Steinfeld, Kehlani, Thomas Doherty, Zara Larsson, Precious Lee, Bimini, Moses Sumney and Jay Jay Bol.

30 Nov, 2021 08:00 CET

These figures from across contemporary culture united to make a strong statement about the future of fashion at London’s famous Royal Albert Hall in London by wearing H&M’s new sustainability-focused collection on the red carpet. The collection, titled Innovation Circular Design Story, comes from H&M’s pioneering new Innovation Stories series, which spotlights new approaches to recyclability and circularity, showcasing new material innovations and cutting-edge waste-conscious techniques.

This collection was designed to celebrate self-expression and the joy of fashion, highlighting that even the most vibrant and playful of looks can be built with circularity in mind. The collection celebrates clothing’s transformative powers, paying tribute to the cheerful, and, recently, much-missed, process of getting dressed up, so is perfectly suited to the Fashion Awards – a evening dedicated to great style, and celebrating the most forward-thinking ideas and people in the fashion industry.

At the awards, the table of guests were hosted by H&M’s Ann-Sofie Johansson and Ella Soccorsi – who, together, spearheaded this collection. H&M were also thrilled to celebrate Ib Kamara, who acted as a creative advisor on this collection, and who was awarded the highly prestigious Isabella Blow Award for Fashion Creator, in tribute to his service to the fashion industry and his visionary talent.

“I am thrilled to be celebrating circular fashion alongside so many contemporary icons at such a prestigious event on the fashion calendar. Circularity is the future of fashion, so this is the perfect context to showcase this important new collection.”

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

“This collection is about both the importance of circularity and the way getting dressed up gives us opportunities for joy and self-expression. I think those two things sum up the future of the fashion industry, so it’s great to see so many young talents supporting this collection at an event dedicated to the best ideas in the industry.”

- Ella Soccorsi, Concept Designer at H&M

The looks from the Innovation Circular Design Story which appeared on the red carpet of the 2021 Fashion Awards – from sparkling dresses, voluminous tulle pieces and decadent tailoring – will be available to buy online and from select H&M stores, from 9 December 2021. These included:

A beaded cape, embellished using Resortecs® dissolvable thread, created to aid breakdown in the recycling process and a embellished catsuit crafted by 95% recycled polyester, exclusively designed for the Fashion Awards, worn by Hailee Steinfeld.

Polka dot tulle gown, crafted from 100% recycled polyester from textile waste, worn by Kehlani.

Black trousers, exclusively designed for the Fashion Awards, made from 67% Eastman Naia™ Renew Acetate and 33% organic silk, a blue 100% organic cotton shirt and a dotted scarf made from Eastman Naia™ Renew Cellulosic Acetate, worn by Thomas Doherty.

Sharp white tailoring: cut out blazer, vest and trousers made from 67% Eastman Naia™ Renew Acetate and 33% organic silk, and worn by Zara Larsson.

95% recycled polyester hot pants and matching adjustable bralette, designed to be adjusted for multiple sizes to allow maximum usage and wear, with a trench coat made from Vegea™ worn by Precious Lee.

An elongated, embellished blazer, made from 50% recycled wool and 50% recycled polyester, a knit turtleneck and a stone deco vest, both made of recycled polyester, black trousers made from RWS wool and recycled polyester and a 100% RWS wool hat, worn by Moses Sumney.

A pink frilled dress, made from REPREVE® Our Ocean®, a collection of fibers sourced from waste bottles at high risk of entering the seas and oceans, worn by Bimini.

A bright pink gown, crafted from 100% recycled polyester, and designed to also be worn as a top and skirt, with usability and versatility in mind, worn by Jay Jay Bol.