Get Ready To Party With H&M’s Innovation Circular Design Story Collection

Who says circular fashion cannot be an OTT affair?

By Imran Jalal - published 20 Nov 2021

Swedish high street giant H&M teased us earlier this year by launching a progressive circular fashion concept called Innovation Stories that will anchor several of the collections it drops.

For the uninitiated, here is a primer: the sustainability effort sees H&M creating apparel and accessories that abide by sustainable design processes and manufacturing. These include using eco-friendly materials such as yarn derived from castor oil and prioritising sustainable methods of working with dyes.

If all that sounds serious and lacklustre on paper, a soon-to-be-released collection under the Innovation Stories umbrella might just grab your attention. With the year-end festivities just around the corner, H&M will be releasing a party-worthy collection that smashes any preconceived notions of what a typical circular fashion design can look like.

Called Innovation Circular Design Story, this womenswear and menswear collection is a maximalist’s dream come true. Set to hit stores on December 9, the outing is grounded by layers of flounce, tiers of tulle, in-your-face polka dots, lots of sequins and shine, fluorescent colours and sculptural silhouettes that scream party with a capital P.

To embark on the collection, H&M turned to several companies specialising in circular textile production. They include Ambercycle which is known for turning end-of-life textile waste into new yarns, Vegea which creates faux leather fabrics crafted from vegan scraps gathered from the winemaking industry, and Eastman Naia Renew, which makes cellulose-like fibres recycled from materials like wood pulp.

Now that you have the backstory, scroll on to see some of the beautiful creations.