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H&M’s Circular Design Story Has Arrived (and You’re Going to Want Everything)

Designed using H&M's new tool the 'Circulator.'

Last Updated on December 9, 2021

H&M Circular Design Story collection has dropped today, gearing us up for party season.

If you haven’t yet seen it, prepare to be very excited.

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The collection is the latest addition to the brand’s Innovation series, a sustainability initiative that focuses on ‘forward-thinking design and innovative materials’.

black woman wears asymmetric pink dress from h&m's circular design story
Rafael Pavarotti / H&M

Sustainable fashion equates to dull colours and exclusively linen material though, right? Well, not in this case.

The new collection is extravagant, expressive, exciting and, as its name suggests, innovative.

Created by the H&M design team and stylist Ib Kamara, H&M’s Circular Design Story contains mesmerising pieces, such as a voluminous polka dot tulle dress as worn by Kehlani at this year’s British Fashion Awards, which is crafted from 100% recycled polyester from textile waste.

Another of our favourite items is a pink ruffled asymmetric dress, made from REPREVE® Our Ocean® and worn by RuPaul Drag Race UK star Bimini Bon Boulash to the same event.

The collection, which incorporates both womenswear and menswear, was designed using a new design tool, which is being developed by the H&M Group in support of its efforts to reach their goal of becoming climate positive by 2040.

The Circulator allows the designers to ‘consider all stages of the garment creation process, from expected lifetime to materials and design strategies.’

The brand is aiming to use the tool to design all its products by 2025 in a bid to become more sustainable.

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When is H&M’s Circular Design Story available to buy?

You can get your hands on it now as it dropped this morning. Many pieces have sold out, but others are still available to buy online.

Where can you buy H&M’s Circular Design Story?

The collection is available to buy in selected stores and online on hm.com.

It’s expected to sell out pronto, so we recommend getting there early – whether you’re shopping online or in store.

How much is H&M’s Circular Design Story collection?

Prices range from £24.99 for a pair of earrings, to £299.99 for the polka dot tulle dress.

H&M’s Circular Design Story campaign video

See the collection

Short bow-front dress
£69.99Conscious H&M's Circular Design Story

Short bow-front dress, £69.99 – see more

Dramatic-sleeved dress

Dramatic-sleeved dress, £119.99 – see more

Rhinestone-detail body blouse

Rhinestone-detail body blouse, £99.99 – see more

Voluminous tulle dress

Voluminous tulle dress, £299.99 – see more

Sequined dress

Sequined dress, £79.99 – see more

Mini skirt with sequins and rhinestones
£99.99Conscious Sequined bow top,

Sequined bow top, £119.99 – see more

Mini skirt with sequins and rhinestones, £99.99 – see more

Short tulle dress

Short tulle dress, £199.99 – see more

Jacquard-patterned shirt

Jacquard-patterned shirt, £59.99 – see more

Cropped waistcoat

Jacquard-patterned trousers, £59.99 – see more

Blazer dress

Blazer dress, £149.99 – see more

Cut-out blazer

Cut-out blazer, £119.99 – see more

Jacquard-patterned trousers

Cropped waistcoat, £39.99 – see more

Big bow dress

Big bow dress, £79.99 – see more

Asymmetric dress

Asymmetric dress, £149.99 – see more

Two-piece dress

Two-piece dress, £199.99 – see more

Taffeta bow top
£49.99  Draped mini skirt

Taffeta bow top, £49.99 – see more

Draped mini skirt, £39.99 – see more

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