H&M announces the Innovation Stories concept collection – Color Story. Following the concept’s first drop titled Science Story, the second drop celebrates new, more sustainable methods of working with color. Joining forces with innovators, H&M created a selection of contemporary pieces that bring awareness to the environmental impacts of dyeing and printing processes. Color Story uses dyeing techniques, such as biotechnology, plant-based pigments, and closed-loop systems, to create unique colors with less impact on the environment.
The Color Story collection spotlights the undiscovered beauty of more sustainably produced colors. The collection features edgy, yet bohemian pieces such as a digitally printed spaghetti-strap-waisted cropped shirt and drawstring skirt, as well as a plant based dyed, caped dress and poncho-style hoodie, comprised of more sustainably sourced fabrics. A chestnut top and trouser set, colored with We aRe SpinDye, stands out as a key collection piece. Silhouettes are both flowing and form-fitting, allowing the colors to wrap and envelop the wearer. Accessories include hooped earrings made from melted recycled glass with no added color pigments and chunky-soled sandals made from Bloom (a flexible foam partly produced with algae biomass). A color palette of warm oranges, indigos, sage greens and soft yellows are featured in the collection to inspire organic, optimistic energy.
H&M will also offer a unique selection of pieces for customers to rent at both Stockholm, Sweden and Mitte, Berlin selected store locations.
