H&M's Co-Exist Story is an animal-friendly fashion collection that has received the stamp of approval from the animal rights organization People for the Ethical Treatment of Animals (PETA.) The collection of womenswear, menswear and kidswear prominently features alternatives to animal-derived fabrics and processes, such as Flwrdwn (an alternative to down that's made with wildflowers) and Vegea (a plant-based substitute for leather.)
The collection plays with volume, 90s-inspired styles and functional outerwear to support today's urban customers. As H&M describes, this collection speaks to "a modern city-dweller who flits between late-night parties and early-morning hikes."
Standout designs include oversized coats made from recycled polyester, one-shoulder knitted dresses and vests with matching leather-like trousers. The collection also includes accessories like sunglasses made from recycled plastic and animal print bags made from 100% recycled polyamide with Flwrdwn.
Animal-Friendly Fashion Collections
The Co-Exist Story by H&M is PETA-Approved
Trend Themes
1. Animal-free Fashion - Opportunity to develop innovative plant-based and other non-animal-derived materials to replace traditional animal-based materials in fashion.
2. Sustainable Fashion - Opportunity to explore new eco-friendly fabrics and processes that benefit the environment, animals, and humans.
3. Functional Fashion - Opportunity to create multi-functional clothing and accessories that cater to the needs of modern city-dwellers.
Industry Implications
1. Fashion and Apparel - Innovative fashion companies can explore using plant-based and eco-friendly materials to cater to the conscious consumers who prioritize animal-friendly fashion.
2. Eco-friendly Products - Companies producing eco-friendly products such as plant-based leather alternatives, recycled fabrics, and ethically-made accessories can tap into the growing demand for sustainable fashion.
3. Animal Rights Organizations - Animal rights organizations like PETA can collaborate with fashion brands to promote animal-friendly collections and encourage the use of sustainable materials.