H&M launches Sustainable Imagine That Collection

Imagine THIS...

Like Wow! This is H&M's first independent kidswear collection from their trailblazing Innovation Stories initiative, called Imagine That. Teaming swirling prints, playful textures and exciting silhouettes with a strong seventies influence, we're getting strong fashion forward Scooby Doo gang vibes. The Innovation Stories initiative was set up in early 2021 and to help promote more sustainable materials, technologies and production processes within H&M's design stable. ‘Imagine That’ is the seventh instalment in the series, and the first independent kidswear collection.

Innovate materials used within the collection include Desserto®, a plant-based leather alternative made with Nopal cacti, which is used in the sneaker; REPREVE® Our Ocean fibre, a recycled polyester made with ocean-bound plastic, which is employed in a faux fur jacket, bag and hat; and sequins made from 100% post-consumer PET bottle waste, which decorate a co-ordinating jacket and skirt set.

Forward thinking in terms of both design and production, this collection is truly gound-breaking for H&M kidswear. We love the fun, upbeat feel of the collection that has a few items for more casual kids but is really geared towards a more extrovert crowd. These are the clothes that will make every day a carnival and give creative tweens and teens an outlet for sartorial experimentation.

For our first independent Innovation Stories collection for kids, we wanted to embrace the boundless imaginations and experimental styling that is second-nature for young people as well as the mind-bending innovations at the forefront of fashion. Each versatile piece is designed to be styled in multiple creative and crazy combinations and to spark conversations about the cutting-edge technologies revolutionising our world.

Junior's Favourite pieces from the Collection:

>> The ‘Imagine That’ collection will be available worldwide at hm.com from October 20th