Innovation in every detail

With significant initiatives and amazing innovations, we can design clothes that both look and feel good.

Along with our autumn collection of dresses made from recycled materials, we wanted to bring attention to other significant innovative materials we've used in previous and current collections. But why is innovation so important for the future of fashion? We've interviewed Nellie Lindeborg, Sustainability Responsible at H&M Assortment, about the importance of sustainably sourced and produced fashion.

WHY IS INNOVATION IMPORTANT IN THE FASHION INDUSTRY?
Innovation is very important because we still don't have scalable solutions today to the challenges we face in the fashion industry. For example, in our latest Global Change award hosted by H&M Foundation, one of the winners, Incredible cotton, won for their innovation of growing high-quality cotton in a lab instead of on big farms. The benefits of using less water & releasing less greenhouse gases than traditional cotton, are literally incredible. And it's fast, it grows as much as ten times faster than conventional cotton, without the need for lots of land.

HOW IS H&M SPREADING AWARENESS OF THE IMPORTANCE OF SUSTAINABLY SOURCED AND PRODUCED FASHION?
We spread this awareness through our sustainable products and our collections in stores and online. We also have our new fantastic sustainability site online where our customer can learn more about our work! 

WHICH IS YOUR PERSONAL FAVOURITE INNOVATION FROM THE CAMPAIGN MOVIE?
It is so hard to pick one favourite innovation when I love them all! However, I am extra proud of the recycled materials like recycled metal, recycled polyester, recycled nylon, that are created from waste that usually would've ended up in a landfill or an ocean. With these innovations, we are truly making a difference! 

ANY UPCOMING INNOVATIONS YOU'RE EXTRA EXCITED ABOUT?
We launch new sustainably sourced collections quite often and I'm always excited about them. Of course, we keep this secret until they hit the stores, but I'm super proud of the zero-waste dress that we launched earlier this year.

OUTSIDE H&M, WHAT INSPIRES YOU TO CONTINUE MAKING H&M A MORE SUSTAINABLE BRAND?
In my role at H&M, I am in contact with many new innovators that have new sustainable materials solutions — they inspire me so much and making their innovations available to our customers is truly amazing — democratising more sustainable fashion. 

HOW DO YOU MAKE ENVIRONMENTALLY CONSCIOUS DECISIONS IN YOUR EVERYDAY LIFE?
I think of sustainability constantly and try to do my best in my day to day choices in life. For example, I try to use my clothes for as long as possible, when something breaks I try to mend it and when I no longer love them I trade with friends. Last but not least I recycle them in our garment collecting program.

2020 HAS CHANGED LIFE FOR ALL OF US. HAS IT CHANGED HOW WE APPROACH SUSTAINABILITY? 
Absolutely, it sure has. We are more confident than ever that our sustainability goals are giving the right direction towards a sustainable fashion future.

The garments in the campaign include sustainably sourced styles from previous and current collections.

To learn more about H&M’s sustainability work, visit hm.com/sustainability.

SHOP THE STORY
Back to feed
Back to top