Innovation Circular Design Story
The Innovation Circular Design Story is the latest addition to H&M’s Innovation Stories, ground-breaking new sustainability that focuses on the forward-thinking design and innovative materials. The collection is for those who love to experiment and express themselves, and this jubilant ethos is also reflected in the campaign; shot by the pioneering 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. The collection was created by the H&M design team together with the stylist Ib Kamara, who contributed as Creative Advisor and styled the campaign. Both Kamara and Pavarotti were given creative agency to bring their dynamic, colorful vision to life.
Now Discover H&M’s most innovative collection yet, featuring flamboyant womenswear, menswear, and accessories created to maximize usage and recyclability.
Photos By Rafael Pavarotti
Ligne St Barths
Fine Sipping Tequila by Casa Dragones
Royal Elegance
Fornasetti
Little Beach House Malibu Soho House
H. Moser x UNDEFEATED
High-End Prosecco
Deckers X Lab
Next Level
Uncompromising
Holday 21
F/W 2021
TOGA signatures
