Here’s a Preview of the H&M Innovation Circular Design Collection

Complete Guide to H&M Innovation Stories
H&M Circular Design Collection
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Today, I’m thrilled to preview theH&M Innovation Circular Design Collection. Launching from December 9th (or December 16th in the U.S.A) in select stores and also online, theH&M Innovation Circular Design Story collection features both apparel and accessories for me and women.

Over the years, H&M has unveiled countless captivating capsule lines. I’ve loved covering the launches, including the H&M Brock Collection, H&M Simone Rocha line, and soon-to-launch Iris Apfel Collection. This collection? They’ve outdone themselves. Wow, just wow.

Additionally, theH&M Innovation Circular Design collection is bound to FLY off the website. Trust me, most items will 120,000% sell out within the first 24 hours.

H&M Innovation Circular Design Collection

Okay, so what exactly is H&M’s Innovation Circular Design Story? From what I understand, this is part of the ongoing H&M’s Innovation Stories, which is a sustainability-focused initiative based on thought-provoking designs and revolutionary fabrics. While H&M is a fast fashion brand, they’ve made strong and positive strides in their mission to become climate positive by 2040.

H&M Innovation Story Designers

All of the pieces are the brainchild of H&M’s design team and also stylist, Ib (Ibrahim) Kamara. Are you familiar with him? Based on my research, Ib is known for radically innovative work who looks to marry high fashion with the unexpected. He’s succeeded with this line, and I cannot get enough of the bold, ethereal and optimist pieces.

Born in Sierra Leone, he spent his childhood in Gambia. Later in life, he moved to London and attended Central Saint Martins. Beyond his styling and design work, he also has a strong editorial background. He’s also currently the Editor-in-Chief for Dazed Magazine. Phew! He’s certainly one busy man – very impressive.

H&M Circular Pink Dress
Image Courtesy of H&M

H&M Circulator Tool

Okay, so why is it called the H&M Innovation Circular Design Story collection? Supposedly, the reason is because they designed everything using the company’s unique “Circulator tool,” which helped H&M’s Design Team and Ib Kamara develop the garments.

Since fabrics are a central focus of the line, they’re unveiling several cool new options, such as REPREVE® featuring fibers sourced from bottles from coastal areas. Moreover, there’s Resortecs® that’s a dissolvable sewing thread for attaching sequins and beads and finally Vegea™, a vegan material (think seeds, stalks and grape skins).

Best Tips for Shopping the H&M Innovation Circular Collection

Due to the high demand of these types of collection launches, I wanted to share my best advice if you want to get your hands on pieces. Keep in mind, the hype can feel overwhelming at times. Remember – this is just fashion. 🙂 It’s okay to pass on the line altogether. But for those of you who really want to secure items, here are my top tips:


Log into the website and create your account in advance. Add all of your information early for quick, seamless check-out. If you already have an account, triple confirm your details are current and correct.

Taffeta Bow Top

bow top

Organza Blouse

organza blouse

Blazer Dress

blazer dress

Cut out blazer

cut out blazer


You never know when your Wi-Fi will go out or if you have technical problems. Have an iPad, phone, laptop and/or desktop computer ready to go, and ready for the collection release.


I find that setting an alarm for the sale is extremely helpful! Again,H&M Innovation Circular Design Collection will releasefrom December 9th (or December 16th in the U.S.A) in select stores and also online.


While product releases are a blast, don’t get caught up in the moment. You don’t NEED anything or everything! If you have a few items that you’ve been eyeing, stock up on a few items. Set budget set, and stick to it!


Before shopping the collection, check out H&M’s fit guide – especially since their women sizing.

In Closing

Lastly, for more details on the upcoming launch, visit H&M’s website to read this article in their magazine. Furthermore, I’m including a video below so you can see more details of the collection. What are some of your favorite pieces from the line?

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