With so much waste making its way across our oceans, H&M has always found a way to reduce it. By creating the Conscious Collection, they’re giving back to the environment in the most fashionable of ways. But 2017 marks a new venture and an even bigger push towards honest, sustainable style with the launch of H&M Conscious Exclusive Collection. Ethereal in essence, the pieces are made with entirely sustainable materials.
2017 sees H&M pioneering a sustainable recycled polyester generated entirely from plastic waste found on shorelines which they call BIONIC. This effortless-looking fabric has been utilized to create the intricate pleating on the powder pink gown modelled by supermodel and philanthropist Natalia Vodianova in her first ever campaign with the brand. “I am proud to appear in the H&M Conscious Exclusive campaign. It’s amazing to see the advances in sustainable fabrics that are used in the collection, pointing towards a more sustainable future for all fashion,” says Natalia Vodianova. The Conscious Exclusive Collection is a curated one of individual pieces that celebrates the new season with sustainable materials made perfect to embody style and allure.
“For the design team at H&M, this year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful. It’s great to be able to show just what is possible with sustainable materials like we have done with the delicate plissé dress made of BIONIC,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director. Alongside the stunning women’s collection, H&M will debut kid’s pieces along with a fragrance line made from organic oils. The collection will be made available in select stores across the Middle East starting April 20th.
Watch this space for updates!
For more information, please visit about.hm.com/sustainability.
