H&M’s New Vegan Collection Showcases the Best in Animal-Free Fashion
Retail giant H&M has just unveiled its new vegan collection that highlights the best in animal-free fashion. The retailer’s new “Co-Exist” collection is endorsed by the animal rights organization People for the Ethical Treatment of Animals (PETA) and features clothing for men, women and children, all designed to highlight human rights. alternatives to animal materials generally used in fashion.
Inspired by party wear from the 90s, the collection was created to help modern city dwellers create a wardrobe that is suitable for dinners on the town and morning nature hikes, while putting fabric innovations without animals in the foreground. “We designed this collection for modern city dwellers, those who love the social hubs of city life but also want to spend weekends with their waterproof rubber boots immersed in nature,” said Malin Dubois, designer senior at H&M. “We are proud to be able to unite two passions: versatile, forward-thinking design with more sustainable and PETA-approved alternatives to materials of animal origin. “
Highlights of the collection include down jackets in FLWRDWN, an alternative to sorely bred goose down made from wildflowers; vests created from VEGEA, a vegan leather made from by-products of the wine industry; and asymmetrical skirts made of ECONYL, a material made entirely from waste such as old carpets, fishing nets and industrial plastic. Many of the t-shirts in the collection carry slogans, such as “speak out for animals,” to support the work of PETA and other animal rights groups. The collection also includes H&M’s first vegan makeup items (lipsticks and eyeliners) certified vegan by the Vegan Society of the UK.
Filled with scaled-down goats, cows and horses, the advertising images for H & M’s new vegan collection were photographed by Johnny Dufort and styled by Alexandra Carl at the Hillside Animal Sanctuary in Norfolk, one of the UK’s largest animal sanctuaries. United for rescued farm animals. “Much of our work at PETA is accomplished by building positive relationships with companies such as H&M as we strive to end the use of animal materials,” said Laura Shields, Head of corporate responsibility of PETA, in a statement. “We are thrilled to partner with H&M on a collection that features fabulous vegan designs that are more respectful of the planet and the animals that live there. “
The Co-Exist collection will be available to customers worldwide on the H&M website and in select stores from November 4.
H&M embarks on animal-free fashion
The new Co-Exist collection is H&M’s third installment of its Innovation Stories initiative, launched in early 2021 to explore sustainable materials, technologies and designs. In March, H&M kicked off its science story as part of this initiative that highlighted other innovative vegan materials, including Desserto, a vegan cactus leather made by Mexican entrepreneurs Adrián López Velarde and Marte Cázarez, and EVO from Fulgar, a bio-based yarn derived from renewable castor oil. Pieces in this collection were both modern and experimental and included wide-leg white jeans with a removable double belt, a cropped shirt with an oversized chest pocket and cuffed tracksuit, and accessories such as a large necklace made up of interconnected orange swirls. and embellished with rhinestones, acid yellow strappy block heel sandals and blue double-rimmed sunglasses.
Prior to launching its Innovation Stories initiative, H&M explored a variety of plant-based alternatives to animal-derived materials such as pineapple-based Piñatex leather and vegan Orange Fiber silk. Through this initiative, H&M intends to continue to explore the future of animal-free and sustainable fashion.
“The ‘Co-Exist Story’ collection embodies our continued commitment at H&M to explore innovative alternatives to animal fabrics while providing our customers with cutting edge fashion,” said Ann-Sofie Johansson, Creative Advisor at H&M , in a press release. “H&M and PETA have maintained a positive dialogue throughout the project, and we are proud to support the valuable work that PETA does every day.
To learn more about animal-free fashion, read:
Nike’s iconic Air Force Ones get a makeover in vegan pineapple leather
Mushroom vegan leather handbag hits the runway for the first time
Two guys in Mexico just created vegan leather from cacti