H&M's epic new romance collection is selling out seriously quickly, so you'd better act fast if you want in

The fabrics are made from waste like pre-loved clothing and ocean-bound plastic.
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If the lighter evenings haven't given enough of a nudge to to elevate your wardrobe ahead of the summer, H&M's fifth drop in its sustainability initiative – Innovation Stories – is here to give you the push you need. 

Whether you're jetting off to a destination as far-flung as humanly possible, or you're planning on celebrating sunnier climes from UK shores, you're no doubt considering summer bags, bikinis, cami tops and beach cover-ups as vital additions to your sartorial collection. 

So, it's perfect timing that H&M's latest Innovation Stories line – themed around romance and designed to celebrate love in all its forms – is available to shop today. Bringing us all the summer brights and white summer dresses we've been dreaming of. H&M fans, listen right up. 

The collection combines bold proportions – think: structured shoulders and oversized sleeves – with playful prints (leopard and Y2K heart-print) and statement cut-out detailing. To take you from bottomless brunch to urban picnic in one fell swoop. 

“The collection is a celebration of love, filled with wardrobe heroes that feel comfortable to wear, even if they are dramatic, statement pieces,” said Ann-Sofie Johannson, creative advisor at H&M. “My advice is to step out of your comfort zone and explore versatile combinations: dare to wear an oversized leopard-print coat with heart-shaped spots with a tight, cut-out bodysuit, or relax in a coordinated set with heart motifs inspired by foil balloons.”

Satin and lace top

Leopard print coat

Patterned shirt

Tulle puff dress

As for the collection's headline pieces, it's all about the summer dresses: a bubblegum pink heart-shaped evening dress to a pale blue puff ball mini and a spiked pink dress, all made from recycled polyester. 

“The design team wanted to create a collection about love, intimacy and forging connections – not just with each other, but our wardrobes. Each piece has been designed to allow the wearer to express their true self, and to express their values by utilising materials that combat waste. And once they've got all the love they can from the piece, we hope that they will pass it onto someone new," Ella Soccorsi, concept designer at H&M told us.

Yep: understanding its customer's increasing desire to shop consciously, the Innovation Stories collection has some seriously impressive sustainability credentials to accompany the epic design. For the first time, all the products in the collection have a label inside which the wearer can then address to its new owner if they decide to share the love and eventually pass it on to someone new. So. Cute. 

What's more, collection “Cherish Waste” features materials which are made from waste, such as preloved clothing, ocean-bound plastic. Plus, the brand has incorporated the use of AirCarbon – a biomaterial made by natural organisms that use air and gas from greenhouse gases that otherwise go into the atmosphere – for the first time. 

Mesh dress

Knitted mini dress

Cropped cardigan

Cut-out body

Oversized silk shirt

Non-padded mesh bra

The Innovation Story Cherish Waste collection is available at and in selected stores from April 21.

Want more from H&M? We've got the best H&M fashion from their new-in section, plus H&M summer dresses to peruse. For more from Glamour UK Commerce Editor Sophie Cockett, follow her on Instagram @sophiecockettx.

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