Over the past few seasons, H&M’s drive to make better, more sustainable denim has looked at every process — from fibre to finish. For this capsule collection, the focus is on saving water in all phases, working with suppliers who use recycling water systems.
The collection itself is inspired by late 1990s and early Y2K vibes and contains pieces such as low-waist flares, high-waist straight-leg jeans, skinny jeans, dungarees, a top with a tie-up back, mini-skirts, and denim shirts. The campaign celebrates both innovation and personal style, featuring talents such as Lava La Rue and Anna Theroux Ling. The collection and campaign will launch globally on 17 March in H&M stores and online at hm.com.
H&M is pushing to scale innovation, creating better products with the future in mind. With this collection, all the denim washes have been given a low-impact Environmental Impact Measurement (EIM) Score by Jeanologia®, and feature water-saving dyeing technologies. Laser technology was used for the printed styles to substitute traditional chemical-intensive printing processes. And to further minimize water usage, H&M worked with suppliers who used recycling water systems during the washing stage.
The capsule collection also continues to be crafted from fabrics containing recycled material from industrial waste and collected garments, recycled threads, labels and pocketing, and partly recycled metal zippers and trims.