Fashion brand H&M unveiled their CO-EXIST STORY – an animal-friendly fashion collection, completely approved by PETA. A vegan collection focuses on innovative alternatives to animal-based materials, and it includes womenswear, menswear and kidswear. The collection brings versatile, fashion-forward designs, and it features extreme volumes, ’90s-inflected partywear and functional outerwear. It mixes urban lifestyle and nature. The Co-Exist Story is the third instalment in H&M’s Innovation Stories initiative – a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes. Fashion photographer Johnny Dufort captured the campaign at the vegan-run Hillside Animal Sanctuary in Norfolk. In charge of styling Alexandra Carl.
The ‘Co-Exist Story’ collection epitomises our ongoing commitment at H&M to exploring innovative alternatives to animal-derived fabrics while still offering our customers cutting-edge fashion. H&M and PETA have enjoyed a positive dialogue throughout the project, and we are proud to support the valuable work that PETA is doing every day – Ann-Sofie Johansson, creative advisor at H&M
“Key pieces for women include an oversized cream faux fur coat in recycled polyester, and a one-shouldered knitted dress with a dramatic fringed hem in an ECONYL® blend. For men, a graffiti-print recycled nylon oversized anorak evidences a streetwear-led aesthetic. In accessories, heavy-duty rubber fisherman’s boots in Yulex® natural rubber take centre stage for women, with cosy FLWRDWN™ puffer shoes for men. The collection also includes vegan make-up – two lipsticks and an eyeliner pack – which, in a first for H&M, is certified by The Vegan Society.” – from H&M
Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We’re thrilled to partner with H&M on a collection that features fabulous vegan designs that are kinder to the planet and to the animals who live on it – Laura Shields, PETA Corporate Responsibility Manager
The collection will be available in the brand’s selected stores and at hm.com from November 4th.
