A Conscious Exclusive

The new Conscious Exclusive collection from H&M features dreamy and beautiful pieces made from sustainable materials, including recycled shoreline waste 

Words Carolyn Enting

We’re just a tad in love with H&M’s new Conscious Exclusive collection which pushes forward in both sustainability and style. For 2017 the collection includes the pioneering sustainable material BIONIC® – a recycled polyester made from plastic shoreline waste. 

The fluid fabric used for an intricate pleated gown shows how it’s natural for the best styles to be conscious of the environment. In addition to a full collection for women, the collection will also include children’s pieces for the first time.  

Supermodel and philanthropist Natalia Vodianova is starring this year’s Conscious Exclusive in her first ever campaign for H&M. “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 Vodianova.

Conscious Exclusive is a collection of individual pieces with a sense of occasion. A hero piece is the ethereal plissé pleat gown in powder pink made from BIONIC®. Each piece shows the many different ways that sustainable materials can create the best style.

“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.

Conscious Exclusive is a driver in H&M’s move towards a more sustainable fashion future. Across all of the global company’s product ranges, 20 per cent are now made from more sustainable materials (2015), with the aim each year to increase the share. H&M is one of the world’s biggest users of recycled polyester and one of the biggest buyers of organic cotton. It first launched its worldwide Garment Collecting initiative in 2013 and since then the company has collected over 40,000 tonnes of clothing. Customers can bring any unwanted garments and textiles, from any brand and in any condition, to any H&M; store, all year around.

The Conscious Exclusive collection will be available in around 160 stores worldwide, from April 20.

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