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- Fashion retail store H&M is getting ready to drop its fifth collection in its sustainability initiative, Innovative Stories.
- The romance-themed collection invites "customers to fall in love with materials made from waste".
- Many of the materials used in the collection are a first for H&M, including MIRUM®, a plant-based leather free from plastic.
- The design team wanted to create a collection about love, intimacy, and forging connections.
H&M is gearing up for the release of its fifth drop in its sustainability initiative, Innovative Stories. The collection has a romance theme, "inviting customers to fall in love with materials made from waste", a press statement on the H&M website reads.
"Eye-catching fashion statements and soft seductive styles are combined with repurposed, recycled and low impact materials, many made from recycled garments, ocean-bound plastic or other waste materials," it continues.
With the intention of being "loved and cherished", each garment comes with a label in its lining where customers can write heartfelt messages when they want to pass an item of clothing on to someone new.
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Swipe to see clothing from the collection below:
"This collection is a celebration of love, filled with wardrobe heroes that feel comfortable to wear, even if they are dramatic, statement pieces. My advice is to step out of your comfort zone and explore versatile combinations: dare to wear an oversized leopard-print coat with heart-shaped spots with a tight, cut-out bodysuit, or relax in a co-ordinated set with heart motifs inspired by foil balloons," says Ann-Sofie Johansson, creative advisor at H&M.
H&M concept designer Ella Soccorsi adds: "The design team wanted to create a collection about love, intimacy, and forging connections -- not just with each other, but with our wardrobes. Each piece has been designed to allow the wearer to express their true self, and to express their values by utilising materials that combat waste. And once they've got all the love they can from the piece, we hope they will pass it on to someone new."
Many of the materials used in the collection are a first for H&M, including MIRUM®, a plant-based leather free from plastic, recycled silk and AirCarbon™.
Source: H&M
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