H&M Unveils Innovation Stories Cherish Waste Collection

H&M Unveils Innovation Stories Cherish Waste Collection

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H&M Unveils Innovation Stories Cherish Waste Collection

For the latest installment in its Innovation Stories series, H&M has debuted the romance-themed Cherish Waste collection.

For the latest installment in its Innovation Stories series, H&M has debuted the romance-themed Cherish Waste collection.

Text: Natalia Finnis-Smart

H&M has released their newest Cherish Waste collection as part of the brand's fifth drop for their Innovation Stories initiative. With an early 2021 debut, H&M Innovation Stories contains a series of themed collections dedicated to advancing fashion's use of more sustainable materials, technologies, and production processes. This season's romance-themed line celebrates love, romance, passionate relationships with clothing, and the beauty of cherishing, sharing, and passing them on to others.

"This collection is a celebration of love, filled with wardrobe heroes that feel comfortable to wear, even if they are dramatic, statement pieces. My advice is to step out of your comfort zone and explore versatile combinations: dare to wear an oversized leopard-print coat with heart-shaped spots with a tight, cut-out bodysuit, or relax in a coordinated set with heart motifs inspired by foil balloons," says Ann-Sofie Johansson, creative advisor at H&M.

The campaign set by Ibby Njoya furthers its central theme of birth and connection through a kaleidoscopic aesthetic. Captured by Rafael Pavarotti and styled by Ibrahim Kamara, the cherish waste collection fuses bold proportions with cutting-edge materials that utilize waste to create beautiful fashion statements. Most of the collection’s textiles are a first for the brand, such as MIRUM® for the collection’s shoes and studded bracelet, recycled silk for its frill-trimmed pink shirt, and AirCarbon™ for the black heart accents on the collection’s convertible chain necklace and rhinestone earrings.

“The design team wanted to create a collection about love, intimacy, and forging connections – not just with each other, but with our wardrobes. Each piece has been designed to allow the wearer to express their true self and to express their values by utilizing materials that combat waste. And once they’ve got all the love they can from the piece, we hope they will pass it on to someone new,” says Ella Soccorsi, concept designer at H&M.

With the collection's launch, H&M will also premiere a New York-located interactive installation exhibition from April 29th to May 1st. The installation focuses on the heart to symbolize how a sustainable future requires finding a new love for old things. Each exhibition installation demonstrates how the fashion world can effectively rebuild its system from the heart core.

H&M's Cherish Waste Collection will be available for purchase on May 5th on their official website and in select stores across the United States and Canada.

Credits: IMAGES COURTESY OF H&M

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