Global fashion company H&M is upping the ante in its bid to introduce renewable, cruelty-free clothing for its new collection.
The new line of clothing called Co-Exist Story becomes the third chapter and recent installment of the company’s Innovation Stories project. The project was released in the first half of this year to showcase the progress of H&M’s sustainable fashion and present the company’s support to PETAs animal-cruelty campaigns.
H&M’s new vegan collection: Co-Exist Story
This new vegan collection includes clothing that caters to everyone – women, men, and children alike, earning consent from the largest animal rights organization, People for the Ethical Treatment of Animals (PETA). The primary feature of this collection is called FLWRDWN, which includes fake fur, plant-based leather, cruelty-free down, completely made from wildflowers.
Some remarkable pieces of this new collection are an oversized cream fake fur coat made from repurposed polyester and a one-shoulder dress knitted from recycled nylon. The collection also includes printed oversized graffiti anorak made entirely from reused nylon and FLWRDWN puffer shoes made from wildflowers.
In the kids’ section, pieces of repurposed nylon anoraks along with FLWRDWN puffer jackets are available in the collection. There are also T-shirts with slogans for opposing animal cruelty and animal kingdom fidelity available for children, as reported by the press. This shows support for the ongoing projects of PETA towards a cruelty-free industry.
Another addition to this vegan fashion line is the introduction of the company’s first-ever vegan make-up products – two lipsticks and eyeliner packs certified by the Vegan Society.
Co-Exist Story dubbed as ‘state-of-the-art fashion’
According to H&M’s Senior Designer Malin Dubois, the company is trying to release collections for ‘modern urbanization.’ The collection aims to target people who love the bustling, crowded city life while also wanting to have escapades and vacations to the rural areas and immersing themselves in nature.
The Co-Exist Story will embody the company’s continuous search for innovative solutions to animal-free, plant-based fabrics while keeping intact the state-of-the-art fashion design, said H&M’s Creative Advisor Ann-Sofie Johansson. In addition, she said that H&M is very proud of its work to support PETA’s notable works on exposing animal abuses in the different aspects of life, especially in the fashion industry.
The company’s Co-Exist Story project was documented at the Hillside Animal Sanctuary in Norfolk. The Co-Exist Story collection was released to stores worldwide on the 4th of November 2021.