Monday, 13 February 2017

The new H&M Conscious Exclusive Collection is created with recycled shoreline waste

The new H&M Conscious Exclusive collection combines style and sustainability through a forefront material
such as BIONIC, a polyester obtained from recycled plastic shoreline waste. The sinuous gown pleated fabric shows that you can create sophisticated clothes while respecting the environment.
In addition to a full collection for men and women the collection will also include for the first time some kids' pieces as well as Conscious Exclusive fragrance made from organic oils. The collection will be available from 20th of April in around 160 stores worldwide and online.
For the first time, H&M collaborates with supermodel Natalia Vodianova  known for her philanthropy,
which will be the protagonist of H&M Conscious Exclusive campaign.

"I am honored to appear in the H&M Conscious Exclusive campaign. Sustainable fabrics
collection are the result of a commitment to innovation that marks a new milestone for
more sustainable fashion in the future" says Natalia Vodianova.

The key piece is the pleated gown in powder pink BIONIC, a recycled polyester obtained from
recovered shoreline waste. It is a collection consisting of unique pieces designed with a sense of occasion,
each of which reflects the endless creative possibilities offered by sustainable materials.

"This Conscious Exclusive collection was a chance to dream for the H&M design team to
create items which are both beautiful and quirky.
 It is extraordinary to be able to show the versatility of sustainable materials
with fabulous clothes like the delicate pleated dress of BIONIC "explains Pernilla
Wohlfahrt, Head of Design and Creative Director at H&M.

The Conscious Exclusive collection is a milestone in the H&M path towards a future
more sustainable fashion. H&M currently generates 20% of its items in the most sustainable materials
(Data for 2015), a percentage that is growing every year and it is also a major user in the world of recycled polyester and one of the largest buyers of organic cotton. For 2020 the goal is to use 100% cotton that comes from sustainable sources.

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