Sustainability is at the heart of H&M’s Conscious Exclusive Collection for 2017. Every piece is made from sustainable materials, including BIONIC®, polyester made entirely from plastics recycled from shoreline waste. Designed for special occasions, the collection will be available in 160 H&M stores worldwide, as well as online, beginning April 20th, 2017.
“For this year’s Conscious Exclusive Collection at H&M, we wanted the pieces to be pleasing to the senses. This collection also reflects our desire to be sustainable in everything we do,” says H&M Head of Design and Creative Director Pernilla Wohlfahrt.
Highlights of this fresh collection include peonies and mimosa screen-printed and distorted to create dreamy prints on wearable apparel, and the hand-drawn image of a woman quilted into a soft jacket. Shimmer comes by way of a touch of sequins on a short polyester cocktail dress made of recycled materials. Accessories include a fishnet bag made entirely from recycled shoreline waste, as well as quirky and elegant earrings made from recycled glass and plastic.
Meanwhile, in the capsule men’s collection, the tuxedo is reimagined as a lounge jacket of organic silk and TENCEL® twill.
“H&M’s Conscious Exclusive Collection shows how the best style can be mindful of the planet to help protect it for the future. It’s such a desirable collection, with pieces made of sustainable materials that you can wear for seasons to come,” says Natalia Vodianova, the face of the campaign.
For the first time, the Conscious Exclusive Collection also includes a selection for kids—note beautiful little tulle dresses and softly structured blazers and pants with a charming street style feel. Also new to the Conscious Exclusive Collection is a fragrance—a set of unisex ecological oils that can be worn separately, or mixed together to create a unique scent.
The Conscious Exclusive Collection is part of H&M’s movement toward a more sustainable future. Across H&M’s entire product offering, 26 percent of all its pieces are now made from sustainable materials, and the goal is to increase the share every year. H&M has set specific targets in every product range; one such target is to make sure 100 percent of its cotton is sustainable by 2020. It’s all proof of H&M’s commitment to making sustainable, high-quality fashion accessible to as many people as possible.