Score one for the animal lovers with a penchant for sustainable fashion (We can’t be the only ones right?), H&M has just announced the launch of their first animal-friendly collection entirely approved by animal rights organisation PETA.
Dubbed ‘Co-Exist Story’, the collection spotlights alternatives to animal-derived fabrics and processes and is the third instalment in H&M’s Innovation Stories initiative launched earlier this year to showcase more sustainable innovations, materials and designs.
The campaign was shot on location at one of the largest animal sanctuaries for rescued farm animals in the UK, Hillside Animal Sanctuary in Norfolk and offers a little something for fur-conscious fashionistas of all kinds.
Every item in the womenswear and menswear collection ‘combine innovative animal-substitute fabrics’ and ‘more sustainably sourced materials with fashion-forward mentality’. We’re talking extreme volumes, ’90s-inflected partywear and functional outerwear, all featuring pioneering innovations in garment science such as FLWRDWN™, an alternative made using wildflowers, and VEGEA™, a plant-based substitute for oil-based and animal-derived leathers.
Expect key pieces to include comfy yet functional pieces such as an oversized cream faux fur coat in recycled polyester, a one-shouldered knitted dress with a dramatic fringed hem in an ECONYL® blend for the womenswear line and, for men, a graffiti-print recycled nylon oversized anorak oozing streetwear-led aesthetics.
Rounding it up is a selection of accessories including heavy-duty rubber fisherman’s boots in Yulex® natural rubber take centre stage for women with cosy FLWRDWN™ puffer shoes for men and a special treat from the collection: vegan make-up consisting of two lipsticks and an eyeliner pack certified by The Vegan Society, a first for H&M.
And for the little ones, mini versions of the one-size-up recycled nylon anoraks, FLWRDWN™ puffer jackets dipped in vibrant rainbow hues, T-shirts and loungewear that declare allegiance to the animal kingdom and support for PETA’s work.
The Co-Exist Story Collection will be available globally on H&M’s website and in-stores from November 4th onwards.
Source: H&M