When we talk about sustainable fashion, an image of minimalistic and zen looking designs (think loose-fitting comfortable cuts too), in all natural and earth tones pop into my head. And that was the precise reason why I was really surprised when I was told that the romantic plissé dress from H&M was made from the pioneering sustainable material BIONIC® – recycled polyester made from plastic shoreline waste.
This intricate, fluid gown was modelled by Supermodel and philanthropist Natalia Vodianova in her first ever campaign for H&M. “I am proud to appear in the H&M Conscious Exclusive campaign. 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,” says Natalia Vodianova.
In addition to a full collection for women and relaxed formal wear for men, the collection will for the first time include kids’ pieces, as well as a Conscious Exclusive fragrance made from organic oils. The collection will be available in around 160 stores worldwide, and online, from April 20.
“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 what 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. Across all of H&M’s product ranges, 20% are now made from more sustainable materials (2015), with the aim each year to increase the share. H&M is 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% 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.