Nov 17, 2021
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H&M launches circularity design tool, unveils circular party collection

Nov 17, 2021

In its journey to become “circular and climate positive”, H&M Group is launching an “innovative circular design tool” called The Circulator that “not only aims to enable [its] own teams to create products fit for a circular economy but will, in the long term, invite others to do the same”.


It’s a two-part launch as, by 2025, it aims to have 100% of its brands’ products designed for circularity and it said that over the long term, the new Circulator will “raise awareness and reduce the complexity and subjectivity of circular design decisions”. 

It was developed with guidance of “a broad range of internal and external experts, such as Global Change Award winner circular.fashion, and will support the realisation of Ellen MacArthur Foundation’s vision of a circular fashion industry”.

It consists of a downloadable guide and a digital scoring tool. With the launch of the downloadable guide this season, it said it “wants to invite everyone to co-create and learn together”. The feedback and practical learnings from this first launch phase of the tool “will also contribute to the development of the scoring tool, which will be launched in the coming years and piloted with industry partners”.

H&M said: “With PVH Corp and ASOS we already have strong partners on our side that share our ambitions to drive change in this space through industry collaboration.” ASOS itself also unveiled a Circular Design Guidebook this week.

The retailer is next month launching a complete collection of clothes that have been designed with the help of the tool.

The H&M Innovation Circular Design Story is the latest addition to its Innovation Stories sustainability initiative “that focuses on forward-thinking design and innovative materials”. 

The party season collection is said to be “for those who love to experiment and express themselves” with a campaign shot by photographer Rafael Pavarotti and titled “Just before the party starts”. 

“The theme captures the sensation of getting ready, and the optimism and individuality of those who love fashion, glamming up, choosing looks, posing in front of the mirror, dancing, and being free”, it said. 

It was created by the H&M design team together with the stylist Ib Kamara, who contributed as Creative Advisor and styled the campaign. 

Included in the offer are a pink strappy sequin dress made of recycled polyester, and tailoring crafted from fibres made from waste materials.

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