It’s time to get excited, as H&M has just dropped another Innovation Story: the Re-Enchantment collection.
This time around, you can expect exquisite, handcrafted mini dresses and co-ordinated sets, and like the collections that came before it, a strong emphasis on sustainable and innovative design.
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The H&M Innovation Re-Enchantment Design Story collection has a touch of sixties-inspired glamour, all made possible using 100% recycled-content sequins, rhinestones, and beads.
For those who may not know, the previous collection Metaverse Design Story, showcased futuristic looks. In contrast, the upcoming Re-Enchantment Design Story is expected to feature a distinct and captivating design aesthetic.
Past themes explored by the platform have included animal prints and sustainable alternatives to animal-derived materials, as well as circular design strategies that focus on repurposing materials and fabrics that utilize reclaimed waste.
Ann-Sofie Johansson, the creative advisor at H&M, explains: “With this collection, we wanted to focus on the progress H&M has made with recycled-content embellishments.
“It’s always important to take a long-term perspective when it comes to sustainability, while at the same time agitating for change.
“Increasing the recycled content of the sequins, beads and rhinestones to 100% in this collection represents years of hard work and collaboration between multiple teams at H&M, and we know it will have a big impact on future collections.
Meanwhile Ella Soccorsi, assortment designer at H&M, adds: “This collection celebrates the wonder of the natural world with beautifully embellished looks designed to delight.
“Not only are they dazzling from a fashion perspective, but they represent a milestone in more sustainably sourced embellishments, something we’ve worked hard to improve over the last eight years.”
It’s no secret that H&M’s sustainability efforts have faced extensive criticism, with the brand being accused of greenwashing. As a fast fashion brand, it’s fair to say that it can’t ever be truly sustainable, but their commitment to discovering new and eco-friendly fabrics and production methods is a step in the right direction.
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When is H&M’s Innovation Re-Enchantment Story available to buy?
You can now buy H&M Innovation Re-Enchantment Design Story collection online at hm.com. It’s set to sell out fast.
How much does H&M’s Innovation Re-Enchantment Story cost?
The collection’s prices range from £124.99 to £299.99.
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What is H&M Innovation?
At the beginning of 2021, H&M launched its Innovation Stories platform, which features a series of thoughtfully curated themed collections focused on promoting sustainable materials, cutting-edge technologies, and eco-friendly production processes.
Shop the collection
Rhinestone-embellished denim jacket, £119.99
Rhinestone-embellished slit-hem jeans, £119.99
Beaded twill waistcoat, £119.99
Beaded twill wrap skirt, £119.99
Rhinestone-embellished A-line dress, £99.99
Embellished mesh popover shirt, £99.99
Embellished mesh trousers, £79.99
Beaded halterneck top, £149.99
Rhinestone-embellished bandeau dress, £149.99
Rhinestone-embellished mini bag, £59.99
Frill-trimmed slip dress, £79.99