Discover Innovation Stories, the new sustainable capsule by H&M

“Science Story celebrates the poetics of innovation and the value of experimentation by challenging the limits of sustainability through collaborations with scientists, researchers and thinkers. We’ve created a collection of movement — toward new solutions, toward positive change, toward democratising sustainable fashion.” -H&M, 2021

Fast fashion is no longer any doubt or attempt to hide it the main current threat to the well-being of the fashion system. Brand chains with unstoppable production and dubious original designs are the pejorative pinnacle of fashion and the subject of constant anger and scorn by those who consider fashion and live it according to slightly less “mass” criteria. Consequently, every weapon that can be used to fight and counter the risk of fast-fashion is concretized through active protests and real continuous campaigns to raise awareness of the risks and damages of these big brands.

The largest fast-fashion chains are therefore attacked by a fierce slow-fashion, which underlines the huge negative impact that this type of fast production has on the environment, as well as the risk of materials of dubious origin. and quality or absolutely unjustified prices to allow the conditions of a job that is paid correctly and that respects the criteria for safeguarding human rights.

H&M, the primary target of the battle against fast-fashion as a leader in the sector, experienced a real decline in the new decade of the 2020s. Consumer demand has moved so far away from the brand values of “everything and now” that it would have seen its end by now, had the Scandinavian giant not decided to take measures, adapt to new consumer demands and get closer, as far as possible, to the idea of a more transparent and sustainable fashion.

Thus was born Innovation Science Story, a project carried out by the brand that sees a collection as the final result (for now) but which provides for a substantial change in its production criteria, in the choice of materials and in the avant-garde of recycling and attention to the planet.

Will it be just a random demonstration of attention to the resources of the planet or the beginning of a more sustainable journey for the future of the Swedish brand?

More Info:

Collection: Innovation Stories

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Posted By

Laura Morone

Attratta dall’inaspettato e dai giri di parole. Fashion Designer disobbediente alle prime armi, distinta da una vena polemica e una vocazione alla perpetua ricerca del contorto. Vivo di folgorazioni artistiche e pizza a colazione, scrivo di moda ma parlo di me.