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H&M Color Story collection brings awareness to the environmental impacts of dyeing and printing processes

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H&M announces the Innovation Stories concept collection – Color Story.  Following the concept’s first drop titled Science Story, the second drop celebrates new, more sustainable methods of working with color.  Joining forces with innovators, H&M created a selection of contemporary pieces that bring awareness to the environmental impacts of dyeing and printing processes. Color Story uses dyeing techniques, such as biotechnology, plant-based pigments, and closed-loop systems, to create unique colors with less impact on the environment. 

The Color Story collection spotlights the undiscovered beauty of more sustainably produced colors. The collection features edgy, yet bohemian pieces such as a digitally printed spaghetti-strap-waisted cropped shirt and drawstring skirt, as well as a plant based dyed, caped dress and poncho-style hoodie, comprised of more sustainably sourced fabrics. A chestnut top and trouser set, colored with We aRe SpinDye, stands out as a key collection piece. Silhouettes are both flowing and form-fitting, allowing the colors to wrap and envelop the wearer. Accessories include hooped earrings made from melted recycled glass with no added color pigments and chunky-soled sandals made from Bloom (a flexible foam partly produced with algae biomass). A color palette of warm oranges, indigos, sage greens and soft yellows are featured in the collection to inspire organic, optimistic energy.

H&M will also offer a unique selection of pieces for customers to rent at both Stockholm, Sweden and Mitte, Berlin selected store locations.


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Julie Nguyen
Julie Nguyen
Julie, the founder of SNAP TASTE, is passionately devoted to discovering the latest trends across hotels, restaurants, lifestyle, fashion, and entertainment. Having served as a judge for the 2024 CES Innovation Awards, she provided invaluable insights into pioneering advancements within the tech industry. Her unwavering commitment lies in keeping readers abreast of cutting-edge innovations and trends in both technology and style. Additionally, she has extensively covered renowned events like the 2022 World Cup in Qatar, the Dubai 2020 Expo, CES, D23 Expo, 2023 Milano Monza Motor Show, and various others, bolstering her expertise and unwavering commitment to delivering comprehensive coverage.
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