Fashion

H&M debuts concept based on forward-thinking materials

Innovation Stories aims to drive progress within sustainable fashion.
By JOHAN MAGNUSSON
March 17, 2021

The concept showcases innovation, sustainable fabrications, and design. Ann-Sofie Johansson, creative advisor at H&M, describes how it continues their journey towards a sustainable and circular fashion system.

— It allows us to develop and grow, all while creating desirable and long-lasting pieces that we hope our customers will love and be proud of, she says.

Innovation Stories will see a range of collections launch throughout 2021. The first one, Science Story, highlights what H&M describes as fabrications of the future, and is available in selected stores and online from tomorrow. It introduces new materials such as EVO by Fulgar, a bio-based yarn derived from castor oil, and Desserto, which is a plant-based alternative to leather, produced from cactus plants. 

— Innovation Stories is a platform that pushes our experimentation to the next level. The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials, says Ella Soccorsi, concept designer.

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