Swedish fashion company H&M introduced its Conscious Exclusive Collection 2017, which includes individual pieces made of sustainable material BIONIC®. This material, also known as recycled polyester, is being produced using plastic shoreline waste.
For the first time, in addition to clothing for women and men, the collection will also consist of kid’s pieces as well as Conscious Exclusive fragrance made from organic oils.
“Individual pieces for special occasions show the many different ways that sustainable materials can create the best fashion,” says H&M team.
Pernilla Wohlfahrt, H&M's Head of Design and Creative Director, added, “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.”
The key piece of Conscious Exclusive is the ethereal plissé pleated gown in powder pink made of BIONIC®.
Supermodel and philanthropist Natalia Vodianova, who is the face of this year’s Conscious Exclusive Collection, said, “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.”
Each year H&M increases the share of sustainable materials that are used to produce H&M clothing. Being one of the biggest buyers of cotton, H&M aims to use only 100% sustainably sourced cotton by 2020.
H&M’s Conscious Exclusive is another evidence that the company is on the way towards a more sustainable fashion future.
According to H&M, Conscious Exclusive collection will be available in around 160 stores worldwide, and online, from April 20th.
by Natalie Myhalnytska
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