H&M just dropped its most epic party season collection ever with sustainability front of mind (and it's already selling out!)

When you hear ‘sustainable fashion’ do you think of plain t-shirts in neutral colours? You probably don't think ‘party wear’, and we doubt you think ‘high street’. H&M is here to challenge that, however, with an epic new party season Christmas collection bursting with joyful shapes, bright colours and statement prints - all designed using innovative fabrics and ground-breaking materials with circularity at the forefront. 

This ‘Circular Design Story’ is the latest in H&M's impressive new ‘Innovation Series’, which sees the brand launch a series of collections dedicated to promoting the use of new, more sustainable materials, technologies and production processes.

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Proving that sustainable fashion can be entirely the opposite of its ‘pared back’, often aesthetically repetitive reputation, this new collection excels in both style AND substance. And it didn't go unnoticed by some major names in fashion, who've managed to get their hands on a selection of looks before they even went on sale.

Sharing videos to Instagram, models of the moment Gigi Hadid and Kaia Gerber shared their love of getting ready for a night out as they tried on pieces from the upcoming collection.

Gigi Hadid / Instagram

"I was proud to work with H&M on a collection that is so committed to circularity and positive change, while also embracing style, bold colour, great fit", said Ib Kamara, Stylist and Creative Advisor, who worked on the collection with the H&M team. 

"It's a really multifaceted, rich collection, and it captures a special feeling for me; the excitement and anticipation of getting ready, of choosing a look and making oneself into a star."

Kaia Gerber / Instagram