H&M announces PETA-approved, animal-friendly collection

Fast-fashion retailer H&M is launching an animal-friendly fashion collection, which has been approved by the animal rights organisation People for the Ethical Treatment of Animals (PETA) in November.

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.

Ann-Sofie Johansson, creative advisor at H&M, 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.”

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.

Key pieces include an oversized cream faux fur coat in recycled polyester, a one-shouldered knitted dress with a dramatic fringed hem in an Econyl blend and vegan leather trousers with a matching blazer vest for women. While for men, there is a graffiti-print recycled nylon oversized anorak, puffer shorts, and water repellent trousers.