Zodiac motifs, mythical creatures and denim embellished with recycled trims are part of H&M’s new children’s fashion collection.
Titled Re-Enchantment, the clothing collection targets girls aged 8-14 with oversized denim, pastel dresses, astrology-themed tops, crocheted coordinates and accessories trimmed with pearl and rhinestone embellishments made from fully recycled components.
The embellishments are made from recycled plastic display shelves and boxes. Ella Soccorsi, H&M assortment designer, said using the non-virgin trims help the fast-fashion brand reach its goal of incorporating more sustainably sourced materials by 2030.
The denim assortment includes a slouchy jacket, frayed shorts and distressed baggy jeans—each with a smattering of pearls. The “pearlcore” denim pieces are made with a blend of organic cotton and pre-consumer waste cotton. Several dresses, skirts and blouses are made with recycled polyester, while jewelry makes use of recycled brass, recycled polyester and recycled plastic resin.
“We hope this fantastical capsule of versatile pieces will spark conversations about circularity and inspire the next generation to dream,” Soccorsi said.
The collection is part of H&M’s Innovation Stories initiative, which has produced recycled silk dresses, shoes made with the plant-based leather alternative Mirum and jewelry made with Air Carbon, a biomaterial made by natural microorganisms that convert air and carbon from greenhouse gases into fashion materials.
The collection marks the second Innovation Stories concept for kids. The first launched in October and focused on Desserto, a plant-based leather alternative made with Nopal cacti, and Repreve’s recycled polyester made with ocean-bound plastic.