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A new vision to become reality before 2030

The brand H&M has set itself the goal of replacing all materials by 100 % recyclable or otherwise sustainable ones by 2030. How do they want to achieve this objective? The new, absolutely flawless summer collections will give you a hint.

Choose and compare different opinions:
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Martina Šmalclová
fashion editor
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Ornella Koktová
model

H&M SUMMER: Wonders of nature

The luxurious H&M SUMMER collection has been designed in this very spirit and, in addition to sustainable materials, it presents a new technique of dying a selection of tops by the means of natural colors extracted from plants - pomegranate, turmeric or madder plant. In the stylish SUMMER collection you will find relaxed riviera-inspired pieces, including dresses and tops with neck-ties, tunics, sarongs or swimsuits.

MINI ME: Match with your child

Do you have a little diva at home? Then the MINI ME collection is just the thing for you. It features matching collections of women's and children's fashion with exotic palm prints and stripes in two colors, all wrapped into a functional modern style.

What does the head of design, Maria Östblom, think of this unique idea for a women’s collection?

"You can dress up in identical white dresses or in various matching clothing items, which is fun for everyone."

Byt na prodej Malá Strana 48m
Byt na prodej Malá Strana 48m, Praha 1

For men: Casual elegance combined with palm trees

H&M has also prepared something for men: elegant and casual pieces, made mostly of comfortable and airy linen. The summer collection of shirts, shorts, T-shirts and suits is dominated by fresh and energetic colors such as white, navy blue, beige or brick red. And what kind of summer exoticism would it be, if palm trees, sandals or straw hats were missing in the men's wardrobe? Naturally, you’ll be able to find all these items in the H&M collection!

You don’t have them yet?!

Even the luxurious Dior chose to incorporate exotic prints into its latest Cruise 2020 collection, therefore we have no doubt that they are a must have a piece of the summer season. That can only mean one thing: shopping spree! Summer is already knocking at the door.

Martina Šmalclová

I’m literally mesmerized by the new summer collections from H&M, and I’m not talking "just" about the idea of environmental sustainability. In the last few years, everyone could notice that this brand wasn’t only about trendy print shirts... What we have here is a style that keeps pace with luxury fashion houses.

I really enjoy the warm tones of the SUMMER collection. My private bet are the wide white shorts with a silk top, paired with a headscarf. It’s a breath of classic that has been trending back in the '50s and hasn’t lost any of its appeal to this day. A perfect choice not only for the beach or tasting delicious foods at Náplavka, but also for a working day in the middle of summer!

Last but not least, let’s have a look at the MINI ME collection. A white button up dress for both your daughter and yourself? It simply can’t get any cuter! And my personal tip? Have all the women in your family buy the same dress from this collection, including the grandmothers and great-grandchildren... The result? You’ll definitely get the family photo of the century out of it!

Ornella Koktová
Luxury Prague Life

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