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H&M Aims to Further Curb Pollution with Latest Conscious Exclusive Collection

Recycled materials have been part of H&M’s greater sustainability story and its latest Conscious Exclusive line incorporates the repurposed raw materials in an effort to curb global pollution.

H&M recently announced the launch of its 2018 Conscious Exclusive collection, which culls inspiration from Sweden’s Arts and Crafts movement and incorporates new eco-friendly materials, including Econyl, a 100 percent regenerated fiber made from ocean fishnets and recycled silver. The collection, which will bow in select H&M stores globally and at hm.com on April 19, aims to reduce fashion’s footprint and enable consumers to help protect the planet by purchasing eco-friendly apparel.

“The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and Econyl is 100 percent regenerated nylon fiber from nylon waste that support clean oceans,” said Ann-Sofie Johansson, creative advisor at H&M. “The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honored techniques for spectacular results.”

As the seventh Conscious Exclusive collection, H&M developed the 2018 line to bridge the gap between sustainable fashion and innovation for the upcoming season. The Econyl and silver materials in the collection will complement other sustainable materials, including Tencel, a cellulosic fiber sourced from wood pulp. Key collection pieces, including white lace wedding dresses and romantic dark grey and blue long-sleeved mini dresses, feature Econyl woven into a delicate sheer fabric, meanwhile the collection’s jewelry items are made with recycled silver.

The new sustainable materials add to the collection’s design aesthetic, which takes cues from the home of the 19th century and early 20th century Swedish artists Carl and Karin Larsson. Their cottage, Lilla Hyttnäs, features paintings and tapestries that the collection’s design team interpreted into a contemporary accessories, footwear and women’s apparel line developed with eco-friendly materials. With the collection, these materials are given a second life and the opportunity to be used in a circular economy.

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“Econyl thread, created entirely from regenerated fishing nets and other nylon debris, turns waste into a source of elegance, revitalizing our sea. The Conscious Exclusive collection features innovative textiles woven from recycled plastic, regenerative nylon and fiber sourced from responsibly managed forests,” H&M said in a campaign video for the collection. “We believe in the beauty of sustainable fashion.”