Inventive women’s fashion and beauty brand, & Other Stories – owned by Swedish multinational fast fashion retailer, H&M – continues with its proud tradition of exploring innovative materials for its Summer 2025 Beachwear Collection with a crochet set crafted from Kelsun – a seaweed-derived fibre.

“We continuously seek new technologies and materials to evolve our designs,” said Cecilia McNeil, Head of Sustainability at & Other Stories.

“For us, fashion and innovation are intertwined.”

Meanwhile, the ocean is the driving force for Aleks Gosiewski, co-founder and CEO of Keel Labs, the creators of Kelsun.

“Kelsun is a unique fibre, completely free from plastics,” she said.

“Its versatility allows seamless blending with other natural materials, enhancing both softness and durability.”

Designer Frida Billegren at & Other Stories also turned to the ocean for inspiration and she found it in the organic shapes and fluid beauty of sea life, in the flower-like movement of anemones.

“Wear the pieces as a set or style casually as summer separates, they are soft, relaxed, and kind,” she explained

“Using the natural colour of the fibre also felt essential, no dying techniques were used; the set is presented in its purity. These pieces remain true to nature, blending seaweed fibre with organic cotton for both softness and strength.”

GO: Visit www.stories.com/en for more information.