H&M’s latest collection embodies sustainable glam

Made using a plethora of recycled and recyclable materials, Innovation Circular Design Story celebrates two themes: eco-friendliness and joy.

Given that the majority of us spent the 2020 Christmas period indoors, it’s likely you’re looking forward to celebrating without lockdown restrictions this time around.

If you’re gearing up to ditch last year’s sweatpants in favour of full glam for your annual office party – or even just a meander along the stalls of your local market in search of some glühwein – try to bear in mind the environmental cost of festive clothing.

Of course, it’s no surprise that our general attitude of excess and indulgence during December has a detrimental impact on the planet.

But as eco-friendly as choosing to wrap gifts in the same paper you’ve been carefully storing away for re-use since 2015 or buy from the retailers that have removed glitter and pointless packaging from their seasonal ranges may be, the short shelf life of Christmas fashion presents another issue entirely.

In our pursuit to look good throughout the wintry months we often forget the not-so-merry truth behind those novelty outfits, sequin gowns, and knitted jumpers we love so much: that they’re almost always destined to be thrown away or pushed to the back of our wardrobes the moment we start making our New Year’s Resolutions.

So, as we continue striving to avoid that 1.5°C mark, how can we ensure our style choices this Christmas don’t play into the disposable culture we’ve become so used to?

Well, if you’re absolutely unable to go thrift shopping and the lure of that extravagant red and green jacket proves too hard to resist, try supporting brands committed to a more circular form of production.

Take H&M, for example. Formerly the emblem of fast fashion, it has surprisingly made some real progress as of late towards developing future sustainable solutions.

Most recently, it dropped a new capsule collection that seeks to reframe the sustainability discussion by proving that fighting for positive change doesn’t necessarily require us to forfeit joy.

Launching mid-December, The Innovation Circular Design Story is a 45-piece line for those who enjoy experimenting and expressing themselves without the hefty carbon footprint that sits alongside.