(Left) Denim vest: ¥2,499, Denim: ¥3,999, Both 100% organic cotton, (Right) Denim dress: ¥3,999 100% organic cotton, sunglasses: 1,199 yen (some recycled plastic used)
As the world faces challenges such as the depletion of natural resources, population growth, and climate change, H&M is undertaking various initiatives with the aim of leading the industry-wide transformation towards circular fashion that does not rely on natural resources and produces no waste. To further expand these efforts, in Spring 2021, H&M will be presenting its latest Spring Collection, which uses more sustainable and innovative materials.

Slip dress: ¥2,499 Made with Tencel™ lyocell and some organic linen
The collection's designs incorporate 90s minimalist elements and sporty details, and are made from materials such as organic cotton, organic linen, and Agraloop™ Biofibre™, a natural fiber made from recycled food crop waste (in this case, hemp seeds used for oil extraction). By using materials that have a lower environmental impact than conventional materials and materials made from waste, we are reducing our negative impact on the environment and promoting circular fashion that does not rely on natural resources.

Trench coat: ¥9,999 Organic cotton, partially made with Agraloop™ Biofibre™, hoodie: 1,799 yen, shorts: 2,499 yen. All items are made with organic and recycled cotton, partially made with Agraloop™ Biofibre™.
The spring collection will be available in stores nationwide* and on the official online store (hm.com) from mid-March 2021.
*Some items may not be available in some stores.

About the Collection
The spring collection is inspired by the casual, minimalist fashion of the 90s. The voluminous, easy-to-make style of tailored pieces features a relaxed feel, including jackets, slip dresses with ruched sides, sleeveless denim vests with patch pockets, short-sleeved hoodies, elastic-waist shorts, denim, and trench coats, for a total of 23 styles.

The colors available are simple and neutral, such as beige, ecru, gray, and black, which are easy to incorporate into your outfit, allowing for a variety of styling options to suit your taste.

Denim vest: ¥2,499, Denim: ¥3,999, All 100% organic cotton
Denim dress: ¥3,999 100% organic cotton, Sunglasses: ¥1,199 Made with some recycled plastic
The Agraloop™ Biofibre™ used in this collection was first used in the H&M Conscious Exclusive 2020 AW collection, and is now one of the materials used in regular collection items. This is an innovative example of how the Conscious Exclusive collection acts as an incubator, serving as a stepping stone for the practical application of new technologies and materials.

Trench coat: ¥9,999 Organic cotton, Agraloop™™ Partially Biofibre™, shorts: 2,499 yen Organic cotton, recycled cotton, partially Agraloop™, partially Biofibre™
Other items in the collection include organic cotton cropped pants, denim and sleeveless shirts, as well as other sustainable materials such as dry-hand organic linen, some of which are undyed to reduce water and chemical usage. This reflects H&M's ambitious goal to use only recycled or sustainably sourced materials by 2030.

Sleeveless top: ¥1,799, Cropped pants: ¥3,999 Both 100% organic cotton, Sunglasses: ¥1,199 Made with some recycled plastic
Product details
*Excerpts shown.

Jacket: ¥5,999 Tencel™ lyocell, some recycled nylon
Denim dress: ¥3,999 100% organic cotton
Dress: ¥3,999 Made with Tencel™ lyocell and some organic linen
Sweatshirt parka: ¥1,799 Organic cotton, recycled cotton, some use of Agraloop™ Biofibre™
Sleeveless shirt: ¥2,499 100% organic cotton

Cropped pants: ¥3,999 100% organic cotton

Trench coat: ¥9,999 Organic cotton, with some use of Agraloop™ Biofibre™
Denim vest: ¥2,499 100% organic cotton
Slip dress: ¥2,499 Made with Tencel™ lyocell and some organic linen
Sleeveless top: ¥1,799 100% Organic Cotton
Denim: ¥3,999 100% Organic Cotton
About the Materials Featured in the Spring Collection

Agraloop™ Biofibre™
Agraloop™ is a manufacturing process that converts dietary fiber from agricultural crops into a textile fiber called BioFibre™. Using a special wet technique, the stems and leaves are cleaned and bundled to be spun into yarn. Agraloop™ utilizes waste from a variety of food and medicinal crops, including flax for oil production, CBD hemp, bananas, and pineapples. This innovative technology won first place at the 2018 Global Change Awards, sponsored by the H&M Foundation.

Organic Linen
Linen is a durable, natural fabric made from flax, prized for its low water requirements. Its breathability makes it a popular fabric in warm climates. Organic linen is grown without pesticides or chemical fertilizers and contains no genetically modified (GMO) seeds, maintaining the same high quality as conventional linen.

Organic Cotton
Organic cotton uses less energy and water than conventional cotton. It is also grown without pesticides or chemical fertilizers and contains no genetically modified (GMO) seeds. This improves soil quality, reduces greenhouse gas emissions, increases biodiversity and improves working conditions for cotton farmers.

Recycled Cotton
Recycled cotton is made from old clothing and fabric scraps that are broken down into fibres and blended into new yarn, which is then woven into new fabric. Recycled cotton keeps old clothing and fabric scraps out of landfills and reduces the use of natural resources.

Tencel® Lyocell
Tencel® Lyocell is a renewable, natural material made from cellulose derived from plants such as wood. The H&M Group uses Tencel® Lyocell fibre, which is made from sustainable wood pulp and produced in a 'closed loop' process. Tencel™ Lyocell is a material that is equally soft as cotton, but requires significantly less water to produce and no, or very little, pesticides.

Recycled Nylon/Recycled Polyamide
The recycled nylon/recycled polyamide used by H&M also reuses leftover fabric from the manufacturing process. Using recycled nylon helps us to reduce our use of natural resources, and by reusing leftover fabric that would otherwise be discarded and sent to landfill to make new fibre, we reduce our chemical and water usage and energy emissions.

Collection Details
Release date: From mid-March
Number of product types: 23 types in total
Price range: 999 yen - 9,999 yen
Available at: Stores nationwide and official online store (hm.com)

Campaign site: https://www2.hm.com/ja_jp/ladies/shop-by-feature/1103a-spring-of-natural-innovations.html



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