Over the last couple of years it seems every brand wants to be attached to the term ‘conscious’ in some way, often exploiting the term for their own gain in the same way that many beauty companies employ the ‘greenwashing’ and ‘pinkwashing’ techniques. It fools waaay to many people for my liking, so when I talk to or hear about a brand that is really putting their money where their mouth is (like Tiffany and Girlfriend Collective, both of whom do an amazing job), it makes their actions that much more authentic.
Which brings me to H&M, and their new Conscious Exclusive collection dropping into around 160 stores worldwide, April 20. The collection pushes forward in both sustainability in style too: for 2017 the collection includes the pioneering sustainable material BIONIC®, a recycled polyester made from plastic shorelijne waste.
Supermodel, supermum and philanthropist Natalia Vodianova is starring in the Conscious Exclusive campaign – see the amazingness, above - in her first ever outing for H&M. “I am proud to appear in the H&M Conscious Exclusive campaign,” says Vodianova. “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 a collection of exquisite pieces that is bound to be a hit worldwide, with the ethereal plissé pleat gown in powder pink worn by the supermodel made using the aforementioned BIONIC® fabric. It’s a collection of individual pieces with a sense of occasion, each one showing the many different ways that sustainable materials can create the best 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. 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.
Conscious Exclusive is a driver in H&M’s move towards a more sustainable fashion future, which I for one am wholly backing. Did you know that across all of H&M’s product ranges, 20 per cent are now made from more sustainable materials (2015), with the aim each year to increase the share? H&M is also one of the world’s biggest users of recycled polyester and one of the biggest buyers of organic cotton. The goal for cotton is that it is to be 100 per cent sustainably sourced by 2020. It is part of H&M’s ambition to make sustainable, good-quality fashion accessible to as many people as possible – as in fast fashion, done well!
For more information, visit about.hm.com/sustainability and start saving your pennies for this important drop on April 20.Tweet