H&M Color Story Collection 2021

H&M goes bohemian with its new line called 'Color Story'. The latest offering from the high-street brand focuses on a range of tie-dye prints and relaxed silhouettes, as is a part of H&M's Innovation Stories collection. This Drop 2 follows up with Swedish brand's Science Story which focused on minimal designs. The Color Story collection used 'We aRe SpinDye', a sustainable practice from a Swedish fashion-tech company, and for the designs offers hues including sunset orange, sage green, blue indigo and soft yellow. Pieces include oversized t-shirts, slinky dresses, crop tops, and wide-leg pants along with platform sandals, recycled jewelry and an oversized tote bag. H&M's Color Story will be launched in select stores and online from April 15th.

“We’re continually aiming to create elevated pieces with ground-breakingly more sustainable materials and processes. With this collection, our forward-thinking designs work together with revolutionary dye processes to make a positive change – be that lower water consumption or reformed manufacturing. This collection has a charming free-spirit; our customers will no doubt love these contemporary pieces, but we hope they’re inspired by the empowering sustainable narrative too,” Ann-Sofie Johansson, Creative Advisor at H&M says.