Waste Not, Want Not: How One High Street Brand Has Adopted A New Approach To Creating Joyful, Eco-Conscious Dressing

The H&M Innovation Circular Design Story gives us impactful fashion that is low impact on the environment; from vegan options to recycled materials, Alexandra Fullerton explores how the Swedish retailer is shaking things up, one (sustainably sourced) crystal at a time…

As our planet teeters towards climate emergency, making considered fashion choices is increasingly urgent. While it’s certainly the brightest – perhaps only – option for our future, sustainable clothing often lacks joy in aesthetic.

Partywear, in particular, is a category that green brands have bypassed. Thankfully, the bold new Innovation Circular Design Story from H&M challenges that stereotype. Full of flamboyant high-fashion pieces (including womenswear, menswear, and accessories) with serious sustainability credentials, these are clothes to feel optimistic about wearing.

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While greenwashing is rife in fashion, H&M are taking steps towards greater retailer responsibility. Ann-Sofie Johansson, Creative Advisor at H&M explains, “We wanted the collection to provoke consideration and conversation around how people wear and treat clothing. We made a point of… encouraging people to think about circularity when they get dressed. A key message to our consumers (is) about recycling their clothing and thinking about the lifespan of (what) they buy. It’s about fashion trying to take responsibility for its own waste and teaching consumers how to be involved in that.”

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Clever design sees the collection taking a versatile place in your wardrobe… a ball gown was created as top and skirt to ensure maximum use while blazers are oversized (wear them as a jacket or a dress) and customers can alter the purpose of a heel-boot hybrid. There are frills, polka dots, rich jacquards and crystal embellishment aplenty.

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As well as pushing design boundaries each piece utilises an array of innovative fabrications to make them eco-friendly. Mono-fibres, instead of mixed materials, make eventual recycling easier; recycled ocean plastic becomes fabric; as does sustainably sourced wood pulp fibres. The ‘leather’ pieces are actually created from Vegea™ – a vegan alternative to animal skins made from discarded grape skins from the wine-making process.

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So far, so sustainable. But how does this collection sit with wider anti fast fashion feeling? At a time when ‘degrowth’ and #buynothingnew are trending, can a global brand and sustainable consumption sit together? Johansson is positive they can. “Of course… but it will require many adjustments and changes within the industry. We don’t pretend to have all the answers, but we try to be brave in asking questions, suggesting options, trying things out.”

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Circularity in the fashion industry is an essential jump forward and Ella Soccorsi, Concept Designer at H&M, created the collection with this in mind, “Pieces that people would really want to wear and enjoy – special pieces. That’s one way of ensuring the clothes are worn again and again.” Loved clothes certainly last and, combined with these cutting edge technologies, H&M has found a future-proof way to be sustainable and gloriously fashionable.​

H&M Innovation Circular Design Story can now be shopped at The Dubai Mall, Mall of the Emirates, online and on the H&M App. For more information, visit ae.hm.com.

Photography: Alberto Pelayo. Styling: Anna Castan. Models: Harley and Claudia Vega at Fabbrica Milano. Hair: Erisson Musella at Blend. Make-Up: Ricky Morandin at W-management. Set Designer: Damiano Bongiovanni. Stylist’s Assistant: Christian Marchesich.

Images from Harper’s Bazaar Arabia’s December 2021 issue.