H&M to introduce eco-friendly colored collection in April

30 / 03 / 2021

By Marwa Nassar - -

H&M announced that it will introduce in mid April a new collection which depended on eco-friendly coloring and printing methods. This falls within the framework of H&M’s sustainable development plans.

H&M announced using cutting-edge dyeing techniques, such as biotechnology, plant-based pigments and closed-loop systems, that not only create unique and charming colors but have less impact on the environment.

The Color Story collection spotlights the undiscovered beauty of more sustainably produced colors. Key pieces include the digitally printed spaghetti-strap-waisted cropped shirt and drawstring skirt, as well as the plant based dyed, languid, caped dress and poncho-style hoodie, comprised of more sustainably sourced fabrics.

Cherishing a circular fashion drive, H&M will be offering a unique selection of pieces for customers to rent. Both Stockholm, Sweden and Mitte, Berlin will have a selected store with rent-able collections.

“We’re continually aiming to create elevated pieces with ground-breakingly more sustainable materials and processes. With this collection, our forward-thinking designs work together with revolutionary dye processes to make a positive change – be that lower water consumption or reformed manufacturing. This collection has a charming free-spirit; our customers will no doubt love these contemporary pieces, but we hope they’re inspired by the empowering sustainable narrative too,” Creative Advisor at H&M Ann-Sofie Johansson said.

“Working with such interesting innovators and their wonderful ideas has been an incredible journey. Colorifix, for example, is the first company to use a natural, biological process to produce and fix pigments onto textiles. They’re launching worldwide with this collection. We’re thrilled that despite its state-of-the-art manufacture, the collection feels effortlessly modern and fresh,” Concept Designer at H&M Ella Soccorsi said.