H&M just celebrated a milestone in spectacular fashion; with Grazia Middle East at the Burj Khalifa. Introduced by our very own Editor-in-Chief Alison Tay, H&M illuminated the Burj Khalifa with a stellar light show in celebration of its sustainable Spring Fashion Collection.
H&M’s Spring Fashion Collection pays homage to the sporty minimalism of the ‘90s and leads the charge for sustainability in the industry with its high-tech innovative materials. Oilseed hemp waste is expertly repurposed to create the all-natural Agraloop™ Biofibre™; the sustainable material first debuted in H&M’s Conscious Exclusive AW20 collection is now a prominent feature in its main collections. H&M also use undyed sustainable materials – including organic cotton jersey, denim and organic linen – in keeping with the brand’s mission to use 100 per cent sustainably sourced or recycled materials by 2030.
A neutral palette of beiges, greys and blacks across must-have staples means maximum versatility and allows you to build a functional yet fun-loving transseasonal wardrobe that you can wear this spring and beyond. Sustainability is key!
We gathered (safely) at The Dubai Mall Fountain Promenade alongside Swedish Ambassador to the U.A.E, Bahrain and Kuwait, His Excellency Henrik Landerholm, Yaqoob Ibrahim, Visual Merchandiser from H&M Mirdif City Centre and lucky customer Farah Al Ansari to not only light up the Burj Khalifa, but to debut the Spring Fashion Collection via a pop-up broadcasted to the world on Facebook by presenter Amy Kitchingman. Alison Tay spoke to the buzzing crowd, saying “The Burj Khalifa is a symbol of hope, so tonight, let’s send a message of unity, tolerance and love – both for the planet and each other – from Dubai to the world,” before beginning the countdown to the big moment.
Speaking on the exciting launch, Saleh Alshaya, President of H&M, Alshaya Group said, “This collection marks a milestone for us in the Middle East, pushing the conversation forward on making conscious choices easier in everyday life, starting with what we wear. What better way to reach a global audience than to take over the Burj Khalifa!” We couldn’t agree more.
Pascal Brun, Head of Sustainability for H&M, tells GRAZIA, “We are super excited to globally launch our more sustainable spring fashion collection, in the Middle East this week, and are especially thrilled to showcase it on the Burj Khalifa in Dubai. The Burj Khalifa will alight with powerful messages surrounding the collection – with nods to the garment compositions – including organic, recycled and sustainably sourced fibers. We are proud to be continuing to lead the change within the fashion industry by scaling new innovative materials, and therefore enabling consumers to make more sustainable choices . We also hope that the Burj Khalifa event will create a talking point around making conscious choices easier and more accessible, in this region”.
The Spring Fashion Collection is available to shop in-store and online at ae.hm.com
