H&M’s Innovation Stories, a unique new sustainability program that focuses on forward-thinking design and novel materials, has added the Innovation Circular Design Story to its collection. The collection is for those who like to explore and express themselves. The campaign, taken by pioneering photographer Rafael Pavarotti and captioned “Just before the party starts,” reflects this exuberant mentality.
The images encapsulate the excitement of getting ready, as well as the optimism and originality of folks who enjoy fashion, glamming up, selecting outfits, posing in front of the mirror, dancing, and being free. The H&M design team collaborated on the collection with stylist Ib Kamara, who served as Creative Advisor and styled the campaign.
Kamara and Pavarotti were both given creative license to realize their vibrant, colorful visions. The campaign will debut on November 16th, ahead of the collection’s release on December 9th, in select stores and online.
The collection was created with the Circulator, a design tool that helps the H&M design team think about all stages of the garment development process, from estimated lifetime to materials and design concepts. H&M Group is developing the Circulator to aid the corporation in its attempts to become more circular and achieve its aim of becoming climate positive by 2040. By 2025, the technology is expected to be used to design all H&M items.