What do you think of when you think of H&M? High-street chain selling cheap clothes? Fast fashion? Same. But I’m all for breaking stereotypes, and this one should be.
Cherish Waste is the most recent collection in H&M’s Innovation Stories, a series of collections focused on promoting innovative new fashion processes, materials, and technologies. The mission is to explore how we can treat and handle materials and fabrics that we typically think of as waste.
The uniqueness of the Cherish Waste collection lies partly in its inspiration; to capture the feelings of love and care. What do you think of when you think of love? Pink hearts? Tick: there’s the perfect heart-shaped pink dress in recycled polyester. Flames of passion? Tick: there’s a trendy flame print co-ord shirt and trousers set made from Naia™Renew, the fibre sourced from sustainable wood pulp and recycled waste plastics.
Ella Soccoorsi, concept designer at H&M, had the following to say about the new collection: “The design team was talking about who we become when we fall in love – and how our clothes become part of the love story. So we created a collection about love and its many guises: romantic, tough, passionate, nonbinary and platonic. We are passionate about circularity, so most pieces have labels inside to encourage customers to write their names and a message when it is time to pass them on.”
We can unpack a clear message from this; the collection’s design is shaped by both the multi-faceted nature of human love and a central concern for recycling materials. Your wardrobe can become a home to this collection’s stylish and sustainable items; cherish them!
The collection has been available online and in selected stores since April 21st.