H&M Fall Fashion 2020 — Branding and commercial campaign

Every day, we're pushing ourselves to become fully circular, all to create a closed loop where resources are used and reused indefinitely. We know that every detail matters, and want to celebrate all the significant initiatives and innovations we've used in previous and current collections. At hm.com/sustainability you can learn more about how changing even the smallest button brings us towards a more sustainable fashion future. Let's change.

Autumn has arrived, and this year we don't have an it-trend from the runways on our mind, but something bigger: fashion made with less impact, that will last (and be in style) for a long time. Therefore, we designed a collection of timeless dresses you can wear for years to come, all made from recycled materials.

For these dresses, we're using two different types of recycled polyester: one's made from textile waste from garments during the manufacturing process, and the other one comes from recycled plastic waste, like PET bottles for example. Both types of recycled polyester are strong and will with care last for a long time. So, if you're craving something new this autumn — pick something renewed, that will never fade in style.