In its latest effort to become a sustainable fashion business, H&M has unveiled a new initiative: Innovation Stories. It will focus on innovation, sustainable fabrications and design.
To kick things off, it will launch its first collection on the 18th March, called Science Story, which will introduce 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.
The sustainability aspect doesn't just stop at the materials, it is also to be found in the timeless quality of the seasonless pieces.
Key looks include wide-leg white jeans with a removable double waistband, a lightly-cropped chalk-white shirt with oversized breast pocket and classic tank tops.
Bold accessories are where you'll be able to add that sartorial edge should you wish to. I particularly love the chunky necklace with orange swirls and rhinestone detailing, statement loop rhinestone earrings and lime green strap sandals, as well as the blue sunglasses made of recycled plastic.
'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 at H&M.
Don't forget to add 18th March to your diaries.
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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