‘Imagine That’ – first independent kidswear collection from H&M
H&M is launching ‘Imagine That’, the first independent kidswear collection from H&M’s Innovation Stories initiative. Pairing playful designs with more sustainable materials and processes – think: a cactus-derived leather alternative and sequins made from recycled plastic bottles – the collection is an imaginative fusion.
Blending euphoric colour, energising print and stimulating texture, ‘Imagine That’ places the spotlight firmly on pioneering innovations for the next generation.
A paean to young, imaginative minds that have a carefree approach to unconventional style, the collection’s key looks comprise street-inflected pieces in a vivid rainbow-bright colour palette. Lively campaign imagery captures the invigorating mood of creativity, with styling that semaphores youthful self-expression.
Who can resist the drama of a fun faux-fur coat in striking sunset hues or a sequin-embellished jacket and co-ordinating skater skirt, not forgetting a matching confetti-print velvet top and flared pants? Meanwhile the orange-splashed skater jeans infused with laid-back cool and graphic, spiky knitwear provide down-time options alongside vibrant loungewear. In accessories, a faux-fur mini bag and bucket hat allow for unfettered experimentation, while sneakers can be customised with beads and charms.
At turns progressive and playful, headline innovations include Desserto®, a plant-based leather alternative made with Nopal cacti, which is used in the sneaker; REPREVE® Our Ocean fibre, a recycled polyester made with ocean-bound plastic, which is employed in a faux fur jacket, bag and hat; and sequins made from 100% post-consumer PET bottle waste, which decorate a co-ordinating jacket and skirt set.
“For our first independent Innovation Stories collection for kids, we wanted to embrace the boundless imaginations and experimental styling that is second-nature for young people as well as the mind-bending innovations at the forefront of fashion. Each versatile piece is designed to be styled in multiple creative and crazy combinations and to spark conversations about the cutting-edge technologies revolutionising our world,”
Ella Soccorsi, concept designer at H&M
H&M Innovation Stories was launched in early 2021 and comprises a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes. ‘Imagine That’ is the seventh instalment in the series, and the first independent kidswear collection.