Swedish fast-fashion retailer H&M has launched a new planet conscious line of apparel called Conscious Exclusive.
H&M‘s new collection uses a eco-friendly fabric called Bionic, which is made from plastic waste found among the shoreline. The collection will be available on April 20th and found in its 160 stores around the world and of course can also be bought online.
Supermodel and philanthropist Natalia Vodianova gives the collection a beautiful figure to revolve around, glowing positively radiant with a pink dress made from the recycled material and launching short film called “the Journey of the Dress” explaining the technological process behind the material used.
“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.
H&M has invested some of its reputation on care for the environment which is more than personal choice but also a value added to their brand; reports indicate that since 2015, 20% of its product have been made from sustainable materials, but it now claims to be one “one of the world’s biggest users of recycled polyester and among the biggest buyers of organic cotton”. This is party in recognition to Millennial’s being increasingly brand conscious and demeaning more socially conscious behavior from the brands they buy from.
Yet much can be said from H&Ms drive towards sustainability: “It is part of H&M’s ambition to make sustainable, good-quality fashion accessible to as many people as possible,” its estimation for a 2020 switch to 100% sustainable sourced organic cotton lends legitimacy to the promise of a green H&M. IF the dress is any indication, the future of sustainable fashion will bring about big changes to the fashion industry itself one cannot wait to see what possibilities the future holds.