Recycled plastic turns romantic fashion in H&M's latest eco collection
Swedish fashion giant H&M will unleash its 2017 'Conscious Exclusive' designs globally on April 20, following the collection's first global preview during Amazon's India Fashion Week.
The premium collection, which is made entirely from sustainable materials - including BIONIC - a polyester made of plastics recycled from shoreline waste - will be launched later this month in approximately 160 stores worldwide (via WWD).
In addition to accessories made from recycled waste and a variety of women's garments - including an ethereal statement evening dress of flowing pleats, made from the BIONIC fabric and sported by Natalia Vodianova in the campaign - this year, 2017 H&M 'Conscious Exclusive' collection will also include men's pieces, and for the first time, a selection of styles for kids.
Conscious Exclusive is a key part of H&M's move towards a more sustainable future, with 26% of H&M's entire offering now made from sustainable materials. The goal each year is to increase the share, with the company aiming to have 100% of its cotton sustainably sourced by 2020.