H&M finds romance in recyclables

Retailer hopes fans of the brand will 'fall in love' with new collection made from sustainable materials

H&M headed to Los Angeles for its latest collaboration with fashion label Brock Collection.

The partnership has reinterpreted modern romance for a collection that features more sustainable materials such as organic linen, organic cotton, recycled cotton, recycled polyester and Tencel Lyocell.

"We want to celebrate romance and make it accessible to the many. By adding more sustainable materials, it creates for a collaboration I hope our customers around the world will fall in love with," said Maria Östblom, head of design at H&M. "Brock Collection is well-known for luxe craftsmanship, impeccable fits and structures, and has quite a celebrity following. But there's also beauty in the fact that their designs always feel down-to-earth, thoughtful and easy to wear -- I believe that's the key to the brand's success."

The fashion house was founded by Laura Vassar and Kristopher Brock, who met at the Parsons School of Design in New York City. The two students worked together on projects and discovered their synergy, which later led to their partnership. After launching Brock Collection in 2014, the design duo relocated to Los Angeles.

The Brock Collection x H&M collaboration features the American brand's signature pieces, including a softly romantic yet city-ready range of dresses, blouses, tops, denim jeans and denim shorts, plus shoes, jewellery, handbags and sunglasses.

Fitted shapes and dreamy ruffle details effortlessly mingle with flowing fabrics, voluminous skirts and statement balloon sleeves. The colour palette consists of black, pale pinks, off-white, cream and washed denim.

"Brock Collection has always been about connecting the threads between uptown polish paired with a down to earth ease, which we are so happy to bring to a new audience. Each piece in the collection is special and carries a certain romantic charm, but is totally effortless," said the fashion designers.

To celebrate the launch of the new collection, H&M has partnered up with choreographer Sherrie Silver to create a modern dance routine. The concept of the choreography is "pure joy" with the campaign featuring Silver and seven other talents: Julia Campbell, Patricia Manfield (Heir), Alva Claire McKenzie, Dulcie Gibbons, MaryGrace Tropeano, Dohuyn Kim and Ajok Daing.

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