Re-Enchantment Story

The glittering new Innovation collection spotlights more sustainably-sourced embellishments.

Motivated by a desire for mood-enhancing fashion, our latest Innovation Story collection trains its focus on the world of embellishment with 100% recycled-content sequins, rhinestones and beads. Enter: glimmering hand-worked mini dresses and co-ordinated sets that dazzle with adornment.

Falling for fashion’s new mood of dreamy romanticism, bursting with precious jewel tones and trimmed with glistening decoration, the design team was inspired by the glittering magic of crystals and minerals. The result is a collection of joyful investment pieces, made to enchant the world and your wardrobe for years to come.

“This collection celebrates the wonder of the natural world with beautifully embellished looks designed to delight. Not only are they dazzling from a fashion perspective, but they represent a milestone in more sustainably-sourced embellishments, something we’ve worked hard to improve over the last eight years.” – Ella Soccorsi, assortment designer at H&M.

Our sustainability, production and design teams have been working together for years to increase the recycled-content of embellishments. In 2015, the Conscious Exclusive collection launched with 50% recycled-content sequins, increasing to 70% recycled-content sequins in the 2017 Conscious Exclusive collection and rising to 100% recycled-content trimmings made from post-consumer waste with this dazzling collection.

Key pieces comprise a pearly white embellished mini dress created from a linen-viscose blend, using traceable Livaeco by Birla Cellulose™ viscose sourced from certified sustainable forests. Meanwhile a series of mini dresses, with two emerald green and citrine yellow styles are rendered in recycled polyester and amped up with sequins made from recycled PET plastic bottles, and rhinestones and beads made from recycled plastic display shelves and boxes.

Bold jewellery in faintly Surrealist shapes, made in post-consumer recycled brass, and a pair of statement platform shoes in an organic silk and viscose blend, using LENZING™ ECOVERO™ viscose derived from renewable wood sources, complete the line-up.

The H&M Innovation Re-Enchantment Story will be available at from 23 March 2023.

Local deviations may occur.

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