H&M Innovation Circular Design Story Collection Focuses On Sustainability

H&M has announced its Innovation Circular Design Story collection, which focuses on sustainability through circular production. The collection uses circular design strategies and sustainable materials, and was created by the H&M design team alongside stylist Ib Kamara, who contributed as a creative advisor. Using a design tool called the Circulator, the H&M team considers the stages of the garment creation process, looking at expected lifetime, materials and design strategy.

The tool supports the brand in creating more sustainable and circular pieces for the collection. H&M aims on using the tool to design all its products by 2025. Sustainable materials that are being used in the collection include Repreve Our Oceans, a fibre sourced from bottles collected on shorelines and coasts. A dissolvable sewing thread called Resortecs and Vegea, a vegan material made from grape skins, stalks and seeds discarded during the winemaking process will also be used in the collection. Cycora by Ambercycle, which is made from used garments and end of life textile waste will also be utilized.

“People have preconceived notions about what circularity is. With Circular Design Story, we wanted to demonstrate that it is possible to design a bright, fashion-focused collection with circularity in mind,” said creative advisor at H&M, Ann-Sofie Johansson. H&M teamed up with Normani, Gigi Hadid, and Kaia Gerber to promote the collection that highlights the brand’s commitment to a more circular form of production, and also brings the excitement and anticipation of party-prep and dressing up.



The collection featuring flamboyant womenswear, menswear and accessories created to be treasured, shared, repaired and recycled. It pays tribute to a fearless modern spirit and self-expression. Fashion photographer Rafael Pavarotti who captured Just Before the Party Starts campaign, worked on this featuring styling from Ib Kamara. The collection was created with ease in mind; pieces such as blazers, dresses, and coats were included with the intention of making it easy for them to be used in a variety of looks. The design is modern, but has an element of timelessness through its inclusion of polka dots, bows, frills, tailoring and jacquard.

H&M will release the Innovation Circular Design Story collection on December 9, in certain stores and online.

Photo: hm | Instagram