H&M Innovation Circular Design Story

Embrace H&M's sustainable future with Normani, Gigi & Kaia! Shop vibrant party wear & enduring accessories from the Circular Design Story.

Swedish high-street fashion brand H&M puts together their latest Innovation Circular Design Story, that is all about moving ahead with the future, and celebrating sustainability and joy. H&M pairs up with Normani, Gigi Hadid, and Kaia Gerber to promote the new collection that speaks volumes about the brand’s commitment to a more circular form of production. The snazzy collection also builds up the hype and excitement of dressing up and party wear, and offers a selection of . The collection of extravagant designs for women and men. Presenting accessories as well, that are fashioned to be treasured, shared, repaired and recycled, the collection pays ode to modern spirit and self-expression. Fashion photographer Rafael Pavarotti has photographed the 'Just Before the Party Starts' campaign, styled by Ib Kamara, showcasing an array of vivid and vivacious ensembles.

I was proud to work with H&M on a collection that is so committed to circularity and positive change, while also embracing style, bold color, great fit. It’s a really multifaceted, rich collection, and it captures a special feeling for me; the excitement and anticipation of getting ready, of choosing a look and making oneself into a star. – Ib Kamara