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H&M has launched its latest kidswear collection using more sustainable print techniques which have lower environmental impact.
The collection is in collaboration with a Jakarta-based artist, Martcellia Liunic, and focuses on illustrations of creatures, plants, flowers, and shapes, the colours and prints.
These have been printed onto a range of children’s clothing, trainers and accessories, including t-shirts, tank tops, sweatshirts, hoodies, shorts, skirts, dresses, and joggers, plus hats, bags, and socks.
H&M said the collection is made using “innovative” and more sustainable print techniques, including digital printing which reportedly consumes less water, less energy and less chemicals than traditional printing.
Each piece has also been crafted from at least 50% sustainably sourced materials, and there is also a range of trainers in the collection which are made with fabric made entirely from banana plants.
Sofia Löfstedt, head of Kidswear Design at H&M, said: “With this collection, we want to embrace fun prints, vibrant colours, and fresh designs. Martcellia Liunic’s illustrations are such a glorious complement, especially as we also want to inspire kids to feel free when expressing themselves, carrying joy and creativity into everyday life.
“We’re proud to bring more innovative printing techniques to the fore — making each piece a bright way to start the season.”
