Through the collection, the Swedish retailer undertakes a celebratory pair of themes.

With their latest Innovation Circular Design Story collection, H&amp;M undertakes and celebrates two themes: sustainability and joy. The collection was designed utilizing a design tool called the Circulator. This allows the H&amp;M design team to consider all stages of the garment creation process, from expected lifetime to materials and design strategies. The Circulator is being developed by H&amp;M Group in order to support the company in its efforts to become more circular, aiming to be climate positive by 2040. As an addition to the H&amp;M Innovation Stories, the brand ensured not only forward-thinking designs and a fresh sense of style, but more importantly, the commitment to a more lasting means of production&ndash;a more innovative and circular way to bring up a design story.

On December 9, H&amp;M held an exclusive shopping party in their showroom to promote the Circular Innovation Design collection in the country. During the event, a number of media members, influencers, and the inimitable Manila Luzon from RuPaul&rsquo;s Drag Race made their appearance. One of the highlights during the event was the unveiling of L&rsquo;Officiel Philippines&rsquo; December cover featuring Catriona Gray wearing pieces from the collection, as well as the cover's supplementary fashion film, viewable now on the <a href="instagram.com/lofficielph">L'Officiel Philippines Instagram</a>.

The campaign was unveiled last November 16, preceding the collection&rsquo;s official release in selected stores and online on December 9. The collection was made for the experimental and the expressive&ndash;those who are aspirational when getting ready and glamming up for a good time. A good number of us are familiar with the excitement that comes along with preparing and choosing looks, posing in front of the mirror, dancing, and being free. This is the colorful essence that the collection aims to exude.

Pioneering photographer Rafael Pavarotti captured the collection so fittingly and titled the campaign &ldquo;Just before the party starts&rdquo;. The collection was in collaboration with stylist Ib Kamara, who contributed as Creative Advisor and styled the campaign. &ldquo;I was proud to work with H&amp;M on a collection that is so committed to circularity and positive change, while also embracing style, bold colour, great fit. It&rsquo;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,&rdquo; said Kamara. Together, Pavarotti and Kamara were given creative agency to bring the multifaceted vision to life with their keen eyes for the details in fashion. Giving people a preview, H&amp;M teamed up with celebrities Normani, Gigi Hadid, and Kaia Gerber to showcase their excitement for the collection.

H&amp;M proves that sustainability is for absolutely anyone and everyone with their Innovation Circular Design Story collection. Embracing the future boldly with styles that are a cut above the rest, H&amp;M is an exemplar of how brands can opt for more eco-friendly and long-term ways to enliven the world around us, and how we can design a story through fashion.
View the collection <a href="https://www2.hm.com/en_asia5/free-form-campaigns/2094-circular-design-story-w.html">here</a>.

H&M’s Innovation Circular Design Story Collection Brings Joy and Sustainability Together

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