H&M Hugs the Brilliance of Ib Kamara and Rafael Pavarotti with Innovation Circular Design Story AOC Fashion

H&M welcomes 2022 with Innovation Circular Design Story, their newest foray into sustainable design. For all the fraidy cats out there, who think putting sustainability front and center in selling exciting fashion is high risk and sales depressing, could we get some perspective, please?

H&M — one of the the world biggest retailers — a company who cannot afford to screw up in the month of December with all the gifting and holiday parties going on — has chosen to make sustainability its big December story. The project launches online and in select stores on December 9.

So what the heck is your excuse for not taking action on the absolute need to get cracking on saving the planet?

Not only does H&M hit it out of the ballpark with Innovation Circular Design Story, but they went out and hired two of the hottest names among fashion creatives to make it happen. H&M empowered groundbreaking photographer Rafael Pavarotti and Creative Advisor, stylist, Dazed EIC Ib Kamara to collaborate with the in-house design team to create the collection named “Just before the party starts.” Both Kamara and Pavarotti were given creative agency to go where their superb instincts took them.

Innovation Circular Design Story is great news — a present to the fashion industry, H&M customers and Mother Earth, too — and we are not done yet. To celebrate this groundbreaking holiday party collection, H&M has teamed up with Normani, Gigi Hadid and Kaia Gerber, dropping a pile of euros for the trio to embrace and communicate to their zillion followers the excitement and anticipation of H&M December’s party-prep and dressing up.