H&M builds kid’s collection around recycled embellishments

Dive Brief:

H&M is releasing a kidswear collection this week built around clothing and accessories with embellishments made from 100% recycled materials, the fast fashion giant announced Thursday.
The Re-Enchantment Story collection’s embellishments are made from recycled plastic display shelves and boxes, and several clothing items include recycled or organic fibers.
The pieces, which will be available for consumers April 13, are part of H&M’s series of collections dedicated to promoting more sustainable materials and production processes.

Dive Insight:

Along with embellishments made from recycled plastic, the collection’s denim pieces are made by blending organic cotton with pre-consumer waste cotton. Several other items — including dresses, skirts and blouses — are made from recycled polyester derived from other textiles. The jewelry, meanwhile, is partly made from recycled brass.

The collection includes flowy dresses, streetwear and pastel-hued accessories dotted with pearls and rhinestones, with prices from $8.99 to $74.99.

The collection's denim is partly made from organic cotton. — The collection’s denim is partly made from organic cotton.

Courtesy of H&M Group

“For this collection we are using 100% recycled-content embellishments helping us reach our goal of sustainably sourced materials by 2030,” said Ella Soccorsi, assortment designer at H&M, in a statement. “We hope this fantastical capsule of versatile pieces will spark conversations about circularity.”

The collection is debuting only a couple weeks after H&M released a similar line of clothing for adults that also focuses on dresses and coordinated sets featuring recycled embellishments like sequins, rhinestones and beads. The collection comes with a higher price tag than the kidswear collection, with prices ranging from $34.99 for chunky rings to $449 for sequin mini dresses.

The new kidwear capsule is H&M’s second one focusing on sustainable materials. The first, which debuted in November, included a sneaker made from a plant-based leather alternative derived from Nopal cacti, a faux fur jacket made from recycled plastic and sequins made from recycled bottles.

H&M has taken other steps to reduce its climate footprint. Last month, the company launched a branded resale platform with help from ThredUp. The program, called H&M Pre-Loved, has subshops for womenswear, kidswear and sportswear, as well as one for the fast fashion retailer’s collaborations with designers.