Global fashion retailer H&M recently announced the launch of a new brand concept called Innovation Stories.
In an effort to showcase the use of new sustainable materials and technologies in creating garments, the concept will include the launch of several eco-friendly collections, each with a different theme. According to H&M, the ultimate goal behind Innovation Stories is to push experimentation to the next level and shine a spotlight on progressive ideas, processes, and designers.
“Our new concept continues H&M’s journey towards a sustainable and circular fashion system. Innovation Stories allows us to develop and grow, all while creating desirable and long-lasting pieces that we hope our customers will love and be proud of”, says Ann-Sofie Johansson, creative advisor at H&M.
The first collection to launch under the retailer’s new initiative is Science Story. Said to have taken inspiration from the present moment, as well as the optimism offered by a more sustainable future, the collection features a range of experimental garments, patterns, and silhouettes.
To bring Science Story to life, H&M added new materials to their production cycle. Such new materials include EVO by Fulgar, a bio-based yarn made out of castor bean oil and Desserto, a plant-based alternative to leather that is sourced from prickly pear cactus plants.
“Innovation Stories is a platform that pushes our experimentation to the next level. The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials”, says Ella Soccorsi, concept designer at H&M.
H&M’s Science Story collection is made up of everything from cuffed tracksuits and wide-leg jeans with a removable second waistband to cropped button-up shirts and cutout performance tops. The line will also feature accessories, such as chunky orange necklaces, acid yellow strappy sandals, and double-framed blue sunglasses made from recycled plastic.
Science Story, the first of multiple Innovation Stories collections, is set to launch in stores and online on March 18, except for in Canada and the United States, where it will launch on April 1. The other Innovation Stories collections have yet to be revealed, but they are slated to drop later in 2021.
All images in this article are courtesy of H&M.
