H&M launches Animal-friendly Fashion collection

HM Animal Friendly PETA Fashion Collection

Swedish fashion giant H&M has launched its first animal-friendly fashion collection.

Titled ‘Co-Exist Story’ the collection which is the third installment of H&M’s Innovation concept is entirely approved by the animal rights organisation People for the Ethical Treatment of Animals (PETA).

Centred on animal-friendly fashion and alternatives to animal-based textiles, the collection comprises of 90s-inflected partywear and functional outerwear for men, women and children. Key pieces for women include an oversized cream faux fur coat in recycled polyester, a one-shouldered knitted dress with a dramatic fringed hem in an ECONYL blend and heavy-duty rubber fisherman’s boots in Yulex natural rubber. There is also vegan make-up: two lipsticks and an eyeliner pack.

For men, a graffiti-print recycled nylon oversized anorak and cosy FLWRDWN puffer shoes while one-size-up recycled nylon anoraks, FLWRDWN puffer jackets T-shirts and loungewear round up the collection for kids.

All of the pieces are made from FLWRDWN, an alternative to animal down made using wildflowers, and VEGEA, a plant-based substitute for oil-based and animal-derived leathers.

‘The ‘Co-Exist Story’ collection epitomises our ongoing commitment at H&M to exploring innovative alternatives to animal-derived fabrics while still offering our customers cutting-edge fashion. H&M and PETA have enjoyed a positive dialogue throughout the project, and we are proud to support the valuable work that PETA is doing every day,’ said Ann-Sofie Johansson, creative advisor at H&M.

‘We designed this collection for modern urbanites, those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature. We’re proud to be able to unite two passions: versatile, fashion-forward design with more sustainable PETA-approved alternatives to animal-derived materials,’ added Malin Dubois, senior designer at H&M.

‘Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We’re thrilled to partner with H&M on a collection that features fabulous vegan designs that are kinder to the planet and to the animals who live on it,’ said PETA Corporate Responsibility Manager Laura Shields.

To accompany the launch of the collection a lookbook photographed by Johnny Dufort and styled by Alexandra Carl at Hillside Animal Sanctuary U.K.’s largest sanctuary for animals rescued from farms has been released. The imagery shows how humans can respectfully coexist with other animals.

The H&M Co-Exist Story collection is available now worldwide at hm.com and in selected stores. Meanwhile check out the lookbook images here.

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