Helena Helmersson and Maisie Williams on “Fashion’s new normal”

During the Fashion Future’s 2021 conference on August 31, Helena Helmersson and Maisie Williams met virtually in a studio in Stockholm to discuss the future of fashion. The conversation was moderated by Simon Collins, Founder of House of Collins.  

The talk focused on the post-pandemic direction for the fashion industry, a way forward that will require ingenuity, creativity, tech innovation and new business models to engage with customers in inspiring ways.   

Maisie Williams in the recycled denim collection from H&M Divided, and Helena Helmersson in H&M Studio AW21, discussing the post-pandemic direction for the fashion industry.
Photo: Milad Abedi/Patriksson Group

Helmersson and Williams offered a glimpse into sustainable fashion’s future. Focusing on practical solutions, they left on a positive and empowering note, reminding us that while there are physical limits to what the planet can support, fashion can find a way to operate within them.

3 things to take away from the talk: 

1. It’s an ongoing challenge
   Creating a truly sustainable business isn’t a one-off job. But, when we — influencers, companies, governments — come together around a common goal, we can do almost anything.
2. Creativity and technology are key
   People’s energies and emotions fuel progress, and sustainable innovations that are creative, engaging and fun keep the momentum — like our 3D body scanner or the Looop machine in Stockholm. The Looop machine offers customers the possibility to transform unwanted garments into new fashion favourites, visualizing the textile-to-textile recycling process that usually is behind the scenes. Both are tech innovations by H&M Group.
3. The notion of sustainability is evolving
   Expanding definitions of sustainability beyond materials, to include the people and relationships that go into creating the fashion we wear, is an important part of the agenda. 

If you missed the talk, catch it here.  

The Looop Machine