H&M Innovation Stories 'Cherish Waste' Collection Launches April 21 Lensed by Rafael Pavarotti AOC Fashion

Sustainability is in the house, with H&M’s reveal of the fifth drop in their Innovation Stories series. What the world needs now — more than ever — is Love Sweet Love, and H&M is onboard with the theme. The new ‘Cherish Waste’ collection is birthed from recycled garments, ocean-bound plastic and other waste or low-impact materials.

In the world of trendy fashionistas: garbage, garbage, garbage.

The sound minds, visionary team of Rafael Pavarotti [IG] and Ibrahim Kamara return to H&M to shoot and style the new campaign, with set design from Ibby Njoya.

Rather than throw away the clothes, born of lots of heart and good intentions, wearers are encouraged to cherish and share the clothes. The pieces come with labels in their linings where customers can write heartfelt messages when they want to pass it on to someone new.

AOC suggests that people donate forward the clothes in their own communities and not the next slow boat to a foreign country — unless you KNOW those nations want your old clothes. Slow boats are among the biggest polluters on the planet.

Based on 2018 data, if the shipping industry were a country, it would be ranked between Germany and Japan as the sixth-largest contributor to CO2 emissions. Keep your lovely Cherish Waste clothes in your own community, basking in the totality of all the good intentions that are alive and well in making them initially, and enhanced wonderfully by your own good intentions in gifting them forward.

The Innovation Story Cherish Waste collection will be available at hm.com and in selected stores from April 21. It’s a sweetheart of a collection.