From 2020 to today, fashion has progressed by being socially conscious. From local brands, future labels and large companies, socially responsible designs are becoming a priority. By launching the Innovation series this year, H&M announced its fourth part of the sustainable development initiative, Innovation circular design storey starring the Houston superstar Normani Kordei.
The latest collection was inspired by the Circulator tool in which H&M considers all stages of the garment creation process, from expected lifespan to materials and design strategies. The tool is currently being developed by the brand to become more socially aware and achieve its goal of becoming climate positive by 2040, having all H&M products designed by Circular by 2025.
Innovation Circular Design Story ends the year on the maximalism spectrum by celebrating eco-friendly fashion and joy. The 54-piece collection includes menswear, womenswear, footwear and accessories and “embodies the notion of embracing the future with boldness”. Being the most couture collections the brand has ever made before, each piece is designed with intense silhouettes, vivid colors and a vast arrangement of textiles. From a navy sequined crew neck for men to a grassy neon green polka dot dress for women, lots of leather and a striking multicolored fur trench coat.
“Fashion has the power to transform, to animate, to empower. This collection is a tribute to that and the special excitement that comes when you get ready to go out, just before the party, getting in shape, ready to go out into the night with friends, full of joy and excitement “, Said Ella Soccorsi, Concept Designer at H&M in a statement.
For the campaign entitled Just before the party starts, creative advisor and stylist Ib Kamara and photographer Rafael Pavorotti wanted to capture optimism and individuality to bring a vibrant and colorful vision to life.
“I was proud to work with H&M on a collection so committed to circularity and positive change, while embracing style, bold colors and a perfect fit. It’s a really rich and multifaceted collection, and it captures a special feeling for me; the excitement and anticipation of getting ready, choosing a look and becoming a star, ”Kamara said in a statement.
Marketing the H&M Taps collection to models Gigi haded and Kaia gerber with Kordei, each celebrity using social media to boost the next collection. On November 15th, Kordei posted in a neon blue dress with a cutout dress, “This dress was doing whatever it needed to do. No seriously, I felt so bombbbb @hm coming soon.
The collection is slated to launch online December 9 and in stores December 16.
For more information, visit H&M online or in-store at The Galleria located in 5135 W Alabama St.