H&M’s Innovation Circular Design Story collection celebrates two themes; sustainability and joy. It is about embracing the future, boldly. Made using a plethora of cutting-edge recycled and recyclable materials, and with maximum attention to adaptability and usage, the collection highlights H&M’s commitment to a more circular form of production.
The Innovation Circular Design Story collection is for those who love to experiment and express themselves, and this jubilant ethos is also reflected in the campaign; shot by the pioneering photographer Rafael Pavarotti and titled “Just before the party starts”. The theme captures the sensation of getting ready, and the optimism and individuality of those who love fashion, glamming up, choosing looks, posing in front of the mirror, dancing, and being free. The collection will be released in selected stores and online from December 16.
