Mar 22, 2021
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H&M unveils 90s-inspired SS21 collection, but with eco focus

Mar 22, 2021

H&M has unveiled its SS21 offer and said it’s taking “another bold step in its sustainability efforts”. That means it’s “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”.


The important trend element of the collection nods very clearly towards the 1990s, as well as to the more relaxed styles that consumers have been buying in the last year due to the pandemic. All this is overlaid with that strong eco-focus that is very 2021.

It includes a “wearable mix of sporty and 90s minimalist elements” we’re told. 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. There are plenty of “easy-to-wear dresses”, plus sleeveless tanks, single-breasted blazers, shorts with elasticated waistbands, denim trousers and a trench coat.

The collection launches globally on Thursday both in stores (where they're open) and online.

After making its debut in H&M Conscious Exclusive AW20, Agraloop Biofibre has now been scaled up to the main collections, which the company said is another example of how it uses Conscious Exclusive as an incubator for new technologies and materials.

Other more sustainable materials used (with some left un-dyed) include organic cotton jersey, denim and poplin, and crisp organic linen. Overall, the colour palette is pared-back and neutral.

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