H&M has already established itself as a mainstream fashion brand that is stepping up and doing its bit in sustainability. But now, H&M has taken it even further by launching an animal-friendly fashion collection.
Launching on November 4, this collection is called ‘Co-Exist Story’ and is entirely approved by the animal rights organisation People for the Ethical Treatment of Animals (PETA). Spanning womenswear, menswear and kidswear, the collection spotlights alternatives to animal-derived fabrics and processes.
‘Co-Exist Story’ is the third instalment in H&M’s Innovation Stories initiative, which launched in early 2021 and aims to showcase more sustainable innovations, materials and designs.
Although we don’t have any imagery for the new collection, H&M’s ‘Co-Exist Story’ has been designed for a modern city-dweller, who flits between late-night parties and early-morning hikes.
The collection combines innovative animal-substitute fabrics and more sustainably sourced materials with a fashion-forward mentality. Extreme volumes, ’90s-inflected partywear and functional outerwear all feature, alongside pioneering innovations such as FLWRDWN, an alternative to animal down made using wildflowers, and VEGEA, a plant-based substitute for oil-based and animal-derived leathers.
It’s pretty incredible stuff. Sustainable edits, campaigns and initiatives like the continuous ones that H&M has been putting out this year, really go to show that sustainability and affordable fashion really can co-exist.
Key pieces for women include an oversized cream faux fur coat in recycled polyester and a one-shouldered knitted dress with a dramatic fringed hem in an ECONYL blend.
The collection also includes vegan make-up—two lipsticks and an eyeliner pack—which, in a first for H&M, is certified by The Vegan Society.
“We designed this collection for modern urbanites, those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature,” says Malin Dubois, senior designer at H&M.
“We’re proud to be able to unite two passions: versatile, fashion-forward design with more sustainable PETA-approved alternatives to animal-derived materials.”
You can shop the collection from November 4 on hm.com.
