The Innovation Circular Design Story is the latest addition to H&M’s Innovation Stories, a groundbreaking new sustainability initiative that focuses on forward-thinking design and innovative materials.
The Innovation Circular Design Story celebrates two themes; sustainability and joy. It is about embracing the future, boldly, with sustainability at the forefront.
It’s also just goddamn iconic. It’s incredible to see such beautiful work, that is both sustainable and has such high-fashion characteristics come out of a mainstream brand like H&M, and still remains affordable.
Made using a heap of cutting-edge recycled and recyclable materials, and with maximum attention to adaptability and usage, the collection highlights H&M’s commitment to a more circular form of production.
The gorgeous campaign, shot by the pioneering photographer Rafael Pavarotti, is called Just Before the Party Starts, and it’s as fun and experiential as it sounds. It looks like scenes out of a Grace Jones party, a peek into the world of drag ball culture, or even something reminiscent of an Audrey Hepburn film.
The theme encapsulates the sensation of getting ready, the optimism and
individuality of those who love fashion, glamming up, choosing looks, posing in front of the mirror, dancing, and being free. It sounds like the dream gals sleepover or cheesy rom-com that we all know and love.
The collection was created by the H&M design team together with the stylist
Ib Kamara, who contributed as Creative Advisor and styled the campaign. Both Kamara and Pavarotti were given creative agency to bring their dynamic, colourful vision to life.
“I was proud to work with H&M on a collection that is so committed to circularity and positive change,” said Stylist and Creative Advisor, Ib Kamara.
“While also embracing style, bold colour, great fit. 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.”
To celebrate this new collection, H&M has teamed up with Normani, Gigi Hadid and Kaia Gerber amongst others, to embrace the excitement and anticipation of party-prep and dressing up.
With each creating their own unique look for the collection, we can really see the versatility and high-fashion characteristics within this new Innovation Circular Design Story, that celebrate vintage party vibes. The looks are oh so dreamy.
So whether it’s a pink strappy sequin dress, made of recycled polyester, or cutting-edge tailoring, crafted from fibres made from waste materials, a cute vest and pant set or an electric blue party dress — this new sustainable edit from H&M is exactly what we need going into party season.
Being unveiled today, this campaign gets us excited for the collection’s release in selected stores and online from December 9, 2021.
