27 October 2021

Fast fashion is killing the planet, and so is the use of animals in the industry. It's a known fact that animal skin in fashion is not just cruel but also bad for the environment. Owing to bringing about a change in this, H&M has recently joined the list of introducing their first-ever 100% vegan clothing line called 'Co-Exist Story,' approved by PETA.

Many fashion brands have embraced cruelty-free fashion, and it is only time until bigger and popular brands adapt to it. H&M's recent launch puts it under the list of brands adopting cruelty-free fashion, making the collection a sustainable fashion line.

The new collection will have womenswear, kidswear, and menswear. "[This] collection epitomizes our ongoing commitment to exploring innovative alternatives to animal-derived materials while still offering our customers cutting-edge fashion," Ann-Sofie Johansson, creative adviser at H&M, said in a statement.

The materials used in this new sustainable fashion include Vegea, a plant-based leather alternative produced from the wine industry; Flwrdwn, fabric technology created by Pangaia, which is an alternative to goose and duck feathers and is made from natural wildflowers and other sources.

What will the collection have?

The collection will have womenswear featuring mini dresses, t-shirts, high shine trousers, and faux fur jackets. Menswear is to have utility trousers, sweatshirts, and animal print coats. A total of 45 outfits will be launched under this label, and prices range from £17.99 for kidswear to £199 for a unisex puffer jacket.

The collection will be launched in select online stores from Nov 4, 2021, and will also have oversized 90's partywear. The accessories section will also have fuzzy handbags and heels.

Why A Vegan Collection Now?

Before launching Co-Exist Story, H&M launched two other collections that focused on sustainable fashion. The launch of Co-Exist Story by H&M will mark the third installment of the Innovation Stories. The first one, named Science Story focusing on sustainable and innovative fashion, including exploring natural dyes. H&M creative advisor Anne-Sofie Johansson said, "The "Co-Exist Story" is the third installment of this concept, allowing us to showcase an exciting array of animal-free fibers in a series of desirable, versatile designs we know our customers will love."

She also said, "Coming after a challenging year for the world, when so many of us found comfort in nature, it felt like the right time to explore a vegan collection. Science Story launched first in March 2021, introducing new materials such as Evo by Fulgar, a bio-based yarn derived from castor oil, and Desserto, which is a plant-based alternative to leather, produced from cactus plants. The Colour Story was second, also launching in March 2021, using more sustainable dyeing methods including biotechnology, plant-based pigments, and digital textile printing."

PETA's partnership

Though the brand has been talking with PETA since 2008, this collection was apt to collaborate and take the new collection forward with PETA's approval. The brand says the PETA-Approved sign is an important certification to help and guide customers to pick consciously. It makes it easier for those who choose cruelty-free fashion. 

As millennials choose to make this world a better place, brands are pushing themselves to cross the regular standards to provide cruelty-free fashion choices for their consumers and adopt the same to their mainline clothing. While going cruelty-free is essential, making sure it is ethical and sustainable is also important. As consumers, we have the power to push brands to take better steps and make better choices for a sustainable future. Will brands go that extra mile to make their clothing line cruelty-free, sustainable, and fairly traded? What do you think?