In a bold and exciting move, H&M took over Burj Khalifa to celebrate its most sustainable Spring Fashion Collection. The take-over, a light show projection by H&M, was introduced by Grazia Middle East Editorial Director, Alison Tay, and the show illuminated by the Swedish Ambassador to the U.A.E, Bahrain and Kuwait, Henrik Landerholm. The collection itself was also on display at a H&M pop-up booth, situated at The Dubai Mall Fountain Promenade, and introduced by T.V. presenter, Amy Kitchingman on H&M’s Facebook Live.
H&M Spring Fashion is made of more sustainable materials and drives innovation in sustainability further – with a fashion-forward, sporty minimalist 90s vibe. The Burj Khalifa take-over marks a milestone for H&M, explained Saleh Alshaya – President, H&M, Alshaya Group; “Our campaigns have always pushed the envelope when it comes to sustainable fashion, and today we continue the journey. This collection marks a milestone for us in the Middle East, pushing the conversation forward on making conscious choices easier in everyday life, starting with what we wear. What better way to reach a global audience than to take over the Burj Khalifa to globally share the story of our spring fashion collection!”
With this collection, H&M takes another bold step in its sustainability efforts, leading the change within the fashion industry by scaling new innovative materials such as Agraloop Biofibre, which has increased in scope and amount used since first introduced in H&M’s assortment. With a wearable mix of sporty and 90s minimalist elements, key items include a sleeveless cropped hoodie, slip dress with tie-up straps and ruching detail on the side, and sleeveless denim vest with patch pockets.
The collection draws inspiration from the minimalist nonchalance of the 1990s and plays with volume and a touch of easy tailoring. Key pieces in the collection are easy-to-wear dresses, sleeveless tanks, single-breasted blazers, shorts with elasticated waistbands, denim trousers and a trenchcoat.
After making its debut in H&M Conscious Exclusive AW20, Agraloop Biofibre has now been scaled up to the main collections, another innovative example of how Conscious Exclusive is a proven incubator for new technologies and materials. Transforming food crop waste — in this case, oilseed hemp waste — into a natural fiber, Agraloop Biofibre can be found in several pieces, such as the sleeveless cropped hoodie and softly structured trenchcoat.
The rest of the collection features other more sustainable materials, some left undyed, encompassing organic cotton jersey, denim and poplin, and crisp organic linen reflecting H&M’s ambitious aim to only use 100% recycled or other sustainably sourced materials by 2030. Overall, the color palette is pared back and neutral – beige, ecru, gray and black – enabling a multitude of personal styling combinations.
The spring fashion collection is available to shop in stores and online, on kw.hm.com, making conscious choices easier and more accessible for everyone.
