H&M’s Circular Design Story Has Arrived (and You’re Going to Want Everything)
Designed using H&M’s new tool the ‘Circulator.’
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’.
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, £69.99 – see more
Dramatic-sleeved dress, £119.99 – see more
Rhinestone-detail body blouse, £99.99 – see more
Voluminous tulle dress, £299.99 – see more
Sequined dress, £79.99 – see more
Sequined bow top, £119.99 – see more
Mini skirt with sequins and rhinestones, £99.99 – see more
Short tulle dress, £199.99 – see more
Jacquard-patterned shirt, £59.99 – see more
Jacquard-patterned trousers, £59.99 – see more
Blazer dress, £149.99 – see more
Cut-out blazer, £119.99 – see more
Cropped waistcoat, £39.99 – see more
Big bow dress, £79.99 – see more
Asymmetric dress, £149.99 – see more
Two-piece dress, £199.99 – see more
Taffeta bow top, £49.99 – see more
Draped mini skirt, £39.99 – see more
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