H&M launches its first PETA-approved 100% vegan collection

Fast-fashion retailer H&M is launching an animal-friendly fashion collection, which has been approved by the animal rights organisation PETA.
// H&M launches “Co-Exist Story,” its first PETA-approved collection
// The collection will be available for purchase on November 4 worldwide on hm.com and in select stores

H&M is launching its first collection using alternatives to materials of animal origin approved by People for the Ethical Treatment of Animals (PETA).

The ‘Co-Exist Story’ features womenswear, menswear and kidswear, and highlights alternatives to animal-derived fabrics and processes, including Flwrdwn, an alternative to animal down made using wildflowers, and Vegea, a plant-based substitute for oil-based and animal-derived leathers.

H&M creative advisor Ann-Sofie Johansson said in a statement: “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.”


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The womenswear and menswear collection features extreme volumes, ’90s-inflected partywear and functional outerwear designed for “a modern city-dweller who flits between late-night parties and early-morning hikes,” explains H&M.

H&M senior designer Malin Dubois, said: “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.”

Also included in the Co-Exist Story are two lipsticks and a three-color eyeliner pack, both certified by British charity The Vegan Society, a first for the Swedish retailer.

PETA corporate responsibility manager Laura Shields added: “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.”

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