H&M unveils its new project called Innovation Stories, which focuses on sustainable fashion. The first collection in the series is called: Science Story and takes inspiration from the brilliant minds behind forward-thinking fabrics. Designs get futuristic with a color palette of bright white, neon green, and sky blue. Wide-leg jeans, crop tops, form-fitting dresses, and recycled sunglasses are key pieces of the season. H&M also introduces new materials, including EVO by Fulgar and Desserto, using plant-based and bio-based alternatives to yarn and leather. Look out for Science Story in select stores and online starting March 18.
“Innovation Stories is a platform that pushes our experimentation to the next level. The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials”, Ella Soccorsi, Concept Designer at H&M says.