The Colour Story Collection

Warm oranges, deep indigos, blushing pinks and gentle yellows — we think more sustainable colours are the most beautiful colours. Colour Story, the second drop in our Innovation Stories series, introduces more environmentally friendly methods of working with colour. The collection is designed around a striking custom palette that we’ve developed with original thinkers using techniques like biotechnology, plant-based pigments and digital textile printing.

“Working with such interesting innovators and their wonderful ideas has been an incredible journey. Colorifix®, for example, is the first company to use a natural, biological process to produce and fix pigments onto textiles. They’re launching worldwide with this collection. We’re thrilled that despite its state-of-the-art manufacture, the collection feels effortlessly modern and fresh”, says Ella Soccorsi, concept designer at H&M.

Unique colours, patterns and prints that will have you dreaming of a desert sunrise are the soul of the collection, highlighted by the delicate silhouettes, soft structures and graceful draping of the garments. The result is a poetic, modern aesthetic that radiates a gentle organic warmth. Stand-outs include a tailored crop-top and slinky skirt with waist ties in a tie-dye inspired digitally printed pattern, a perfectly oversized two-tone tee dyed with Colorifix®, a poncho-style hoodie tinted with plant-based dye, and a terra-cotta top and trouser set made from We aRe SpinDye®, a recycled polyester that is pigmented before being extracted into yarn.

"We’re continually aiming to create elevated pieces with more sustainable materials and processes. With this collection, our forward-thinking designs work together with revolutionary dye processes to make a positive change"

Ann-Sofie Johansson, creative advisor at H&M.

“We’re continually aiming to create elevated pieces with more sustainable materials and processes. With this collection, our forward-thinking designs work together with revolutionary dye processes to make a positive change — be that lower water consumption or reformed manufacturing. This collection has a charming free-spirit; our customers will no doubt love these contemporary pieces, but we hope they’re inspired by the empowering sustainable narrative too”, says Ann-Sofie Johansson, creative advisor at H&M.

"The garments can be combined and layered, allowing the colours and shapes to interact in wonderful new ways. This versatility increases the sustainability of the collection by giving you more options for wearing each item, making them instant wardrobe staples. These are carefully considered and beautifully crafted pieces that you’ll look forward to wearing for years to come."

The Colour Story collection will be available in selected stores and at hm.com from 15 April.