Fashion brand H&M presented its Spring Summer 223 Innovation Re-Enchantment Design Story Collection, that focuses on more sustainable embellishments, with a campaign starring models Abe?ny Nhial and Assa Baradji lensed by photographer Kristin-Lee Moolman. In charge of styling was Georgia Pendlebury, with creative direction from Li Von Euler, and casting direction by Alexandra Sandberg. The collection features classic, clean silhouettes in precious jewel tones, Sixties inspired pieces such as hand-worked mini dresses and co-ordinated sets are embellished with 100% recycled-content sequins, rhinestones, and beads.
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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% 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. – Ann-Sofie Johansson, creative advisor at H&M
This collection celebrates the wonder of the natural world with beautifully embellished looks designed to delight. Not only are they dazzling from a fashion perspective, but they represent a milestone in more sustainably sourced embellishments, something we’ve worked hard to improve over the last eight years. – Ella Soccorsi, assortment designer at H&M
“Key pieces comprise a series of mini dresses, with two emerald-green and citrine-yellow styles rendered in recycled polyester and amped up with sequins made from recycled PET plastic bottles, and rhinestones and beads made from recycled plastic display shelves and boxes. Meanwhile a pearly-white embellished mini dress is created from a linen-viscose blend, using traceable Livaeco by Birla Cellulose™ viscose sourced from certified sustainable forests. Rhinestone-trimmed denim pieces in a blend of organic and recycled cotton form a streetwise counterpoint. A pair of statement platform shoes in an organic silk and viscose blend, using LENZING™ ECOVERO™ viscose derived from renewable wood sources, and bold jewellery in faintly Surrealist shapes, made in post-consumer recycled brass, complete the line-up.” – from H&M
