H&M is making the case for more sustainable sequins this season. Its Innovation Re-Enchantment Design Story collection has launched and every single piece has been made with the environment in mind.
It comes as part of the brand's Innovation Stories platform - a line which was launched in 2021 and comprises of themed collections dedicated to promoting more sustainable materials, technologies and production processes. Though plastic sequins and similar decorations are entirely non-biodegradable, and are therefore notoriously harmful to the planet, H&M is making a step in the right direction by using plastics which already exist and re-purposing them.
Key pieces of the '60s inspired line-up include a series of hand-worked mini dresses rendered in recycled polyester, amped up with sequins made from PET plastic bottles, as well as rhinestones and beads made from old display shelves and boxes.
“Increasing the recycled content of the sequins, beads and rhinestones to 100% in this collection represents years of hard work and collaboration, and we know it will have a big impact on future lines,” says Ann-Sofie Johansson, Creative Advisor at H&M. “It's always important to take a long-term perspective when it comes to sustainability, while at the same time agitating for change.”
Each offering is designed to emulate the “glittering magic” of the naturally occurring crystals and minerals that exist on our planet, and even comes Nicola Peltz-Beckham approved.
Elsewhere you can expect to see everything from sparkling co-ordinated sets to summer wedding guest dresses and festival outfits. Sign. Us. Up.
Fashion of course still has a long way to go when it comes to being eco-friendly, but its important to celebrate the progress that brands make along the way. Ella Soccorsi, Assortment Designer at H&M says this launch represents “a milestone” in sustainability for them, which is something the high-street label has “worked hard to improve on over the last eight years.”
You can shop the entire Innovation Re-Enchantment Design Story collection from today on the H&M website and in selected stores.
Save when you shop the H&M Innovation Re-Enchantment Design Story collection with these H&M discount codes at checkout. For more from GLAMOUR UK's Commerce Writer Georgia Trodd, follow her on Instagram @georgiatrodd.
