H&M is launching a new sustainable collection today, featuring Barbie Ferreira as an ambassador. The concept is called “Innovation Stories” and this is the first collection of many that will drop throughout 2021. In an effort to turn the shopper’s attention towards the sustainable movement, H&M will be focusing on a different element of the process with each drop — or “story.”
The first capsule is titled “Science Story” and is available now, both in H&M stores as well as online. According to the brand, this drop “pays tribute to the brilliant minds behind fabrications of the future.” As such, they have used new sustainable materials, like EVO by Fulgar, which is derived from castor oil and Desserto, a cactus plant-based alternative to leather.
The collection features everything from double waistband white denim to cutout cotton bodycon dresses, cropped button downs to bodysuits. With a size range of XS-XL, everything in the collection is priced between $25 and $199.
The first sustainable drop from H&M’s “Innovation Stories” has a ‘90s feel that you’ll love. There’s a shorts bodysuit you can layer under a crop top, or a stretch dress with shoulder cut-outs that will pair well with low-top sneakers or strappy heels.
No matter how you style it, be sure to move fast; the collection will sell out quickly. Find some favorites from the selection below to get you started.
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