H&M is shaking up sustainable fashion with its latest line.
The global retailer announced the 2017 H&M Conscious Exclusive collection, an assortment of menswear, womenswear and children’s wear pieces that feature Bionic, a recycled polyester created from plastic shoreline waste. Starting April 20, the collection will be available at roughly 160 H&M locations worldwide and on H&M’s website.
This year’s Conscious Exclusive collection combines eco-friendly principles with Spring’s vibrant hues. Key pieces, including the powder pink ethereal plissé pleat gown, are designed with Bionic fluid fabric, which provides free body movement and comfort. Each piece demonstrates how sustainable materials can be used to create trendy seasonal 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,” H&M head of design and creative director Pernilla Wohlfahrt said. “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.”
H&M tapped supermodel and philanthropist Natalia Vodianova to lead the H&M Conscious Exclusive campaign this year.
“I am proud to appear in the H&M Conscious Exclusive campaign,” Vodianova said. “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.”
Conscious Exclusive is part of H&M’s mission to help create a more sustainable fashion industry. H&M went hard after this mission in 2015, and now 20 percent of its products are made from more eco-friendly materials, and the company aims to increase this percentage each year.
On Monday, H&M also released on update on its global sourcing initiatives in Myanmar, which included a risk analysis of factory conditions and the development of a local sustainability team. In addition to improving its international supply chain, H&M plans to open 430 stores this year.