H&M spotlights sustainable recycled embellishment

H&M has been in the news for its focus on the use of sustainable recycled embellishments. Recently, the Swedish multinational retail-clothing company known for its fast-fashion apparel and accessories, presented a collection from the Innovation Stories platform; the Sixties-tinged offering focuses on more sustainable embellishment hand-worked mini dresses with recycled sequins, rhinestones and beads.

H&M’s collection from the Innovation Stories platform

“With this collection we wanted to focus on the progress H&M has made with recycled-content embellishments. It’s always important to take a long-term perspective when it comes to sustainability while at the same time agitating for change. Increasing the recycled content of the sequins, beads and rhinestones to 100 per cent in this collection represents years of hard work and collaboration between multiple teams at H&M, and we know it will have a big impact on future collections,” says Creative Advisor Ann-Sofie Johansson.

The collection features classic, clean silhouettes in jewel tones trimmed with glistening embellishment. Key pieces include recycled polyester mini dresses amped up with recycled content sequins, rhinestones and beads. A white embellished mini dress is created from a linen-viscose blend using traceable Livaeco by Birla Cellulose™ viscose sourced from certified sustainable forests. And- rhinestone-trimmed denim pieces are crafted with a blend of organic and recycled cotton. Speaking of accessories… platform shoes in an organic silk and viscose blend use LENZING™ ECOVERO™ viscose derived from renewable wood sources and bold jewellery made in post-consumer recycled brass, are objects of desire.

“I am convinced that brands placing sustainability at their core will be better prepared to meet the evolving requirements of customers and legislators, as well as making vital contributions to a better future for the people and the planet”, says Leyla Ertur, Head of Sustainability, H&M Group. “Developing the processes and infrastructure to scale circular options for our customers is an important lever to reach our climate goals. This year, our use of recycled materials accelerated, reaching 23 per cent and contributing to a total of 84 per cent recycled or other more sustainably sourced materials in our collections.”

Jasmeen Dugal

Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.

Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country's advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.

H&M’s collection from the Innovation Stories platform

“With this collection we wanted to focus on the progress H&M has made with recycled-content embellishments. It’s always important to take a long-term perspective when it comes to sustainability while at the same time agitating for change. Increasing the recycled content of the sequins, beads and rhinestones to 100 per cent in this collection represents years of hard work and collaboration between multiple teams at H&M, and we know it will have a big impact on future collections,” says Creative Advisor Ann-Sofie Johansson.

“I am convinced that brands placing sustainability at their core will be better prepared to meet the evolving requirements of customers and legislators, as well as making vital contributions to a better future for the people and the planet”, says Leyla Ertur, Head of Sustainability, H&M Group. “Developing the processes and infrastructure to scale circular options for our customers is an important lever to reach our climate goals. This year, our use of recycled materials accelerated, reaching 23 per cent and contributing to a total of 84 per cent recycled or other more sustainably sourced materials in our collections.”