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SS21: H&M rewrites the 90s with a sustainable commitment

SS21: H&M rewrites the 90s with a sustainable commitment

H&M continues with its sustainable revolution, this time proposing a return to the 90s in the spring-summer 2021 collection, but with more conscious effort.
The initial idea was to create light, unstructured clothes that would be suitable for life during the COVID-19 pandemic.

The collection consists of sports elements functional to everyday life, but also elegant thanks to the relaxed and minimal shapes. The colour palette remains neutral preferring beige, white and black.

The 1990s meet 2021, especially in terms of raw materials research. H&M is increasingly aiming to offer a sustainable product range and this collection is the ultimate example of the brand’s efforts towards this goal. The Swedish giant has indeed increased the use of innovative materials. 

As stated in a statement: “H&M has taken another bold step in its sustainability efforts, […] its’s leading the change within the fashion industry by scaling new innovative materials such as Agraloop Biofibre”. The fabric had already made its debut in the fall-winter 2020 collection named Conscious Exclusive, but today it has been integrated into all the main collections. Other materials include organic cotton jersey, denim, poplin and organic linen. 


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