When you hear ‘sustainable fashion’ do you think of plain t-shirts in neutral colours? You probably don’t think ‘party wear’, and we doubt you think ‘high street’. H&M is here to challenge that, however, with an epic new party season Christmas collection bursting with joyful shapes, bright colours and statement prints – all designed using innovative fabrics and ground-breaking materials with circularity at the forefront.
This ‘Circular Design Story’ is the latest in H&M’s impressive new ‘Innovation Series’, which sees the brand launch a series of collections dedicated to promoting the use of new, more sustainable materials, technologies and production processes.
Proving that sustainable fashion can be entirely the opposite of its ‘pared back’, often aesthetically repetitive reputation, this new collection excels in both style AND substance. And it’s not gone unnoticed by some major names in fashion, who’ve managed to get their hands on a selection of looks before they even go on sale.
Sharing videos to Instagram, models of the moment Gigi Hadid and Kaia Gerber shared their love of getting ready for a night out as they tried on pieces from the upcoming collection.
“I was proud to work with H&M on a collection that is so committed to circularity and positive change, while also embracing style, bold colour, great fit”, said Ib Kamara, Stylist and Creative Advisor, who worked on the collection with the H&M team.
“It’s a really multifaceted, rich collection, and it captures a special feeling for me; the excitement and anticipation of getting ready, of choosing a look and making oneself into a star.”
With conscious materials taking centre stage, there are a number of new fabrics which were crucial to the production of this collection. These include:
- REPREVE® Our Oceans®, fibres sourced from bottles collected from shorelines and coastal areas.
- Resortecs®, a dissolvable sewing thread for attaching sequins and beads. It allows garments to easily be taken apart and recycled at the end of their life.
- Vegea™, an innovative vegan material partly made from grape skins, stalks and seeds discarded during wine making and turned into a beautiful alternative to leather.
- Cycora® by Ambercycle, a fabric that makes use of old garments and end-of-life textile waste.
“Fashion has the power to transform, to enliven, to empower,” noted Ella Soccorsi, Concept Designer at H&M.
“This collection is a tribute to this, and to the special excitement that comes when you’re getting ready to go out, just before the party, styling yourself, ready to head into the night with friends, full of joy and enthusiasm.”
Proving the collections major fashion credentials, a number of H&M’s celebrity fans wore a selection of the pieces to the 2021 Fashion Awards at the Royal Albert Hall on Monday night…
Jay Jay Bol
Scroll down to take a look at the full womenswear collection and set those alarms for launch day – December 9th – to come back and shop. It’s sure to be a quick sell-out…
For more from Glamour UK’s Fashion Editor Charlie Teather, follow her on Instagram @charlieteather.