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H&M debuts Conscious Exclusive Collection made from shoreline waste

Lauretta Roberts
07 February 2017

H&M has unveiled its Conscious Exclusive collection which includes BIONIC®, a recycled polyester made from plastic shoreline waste. The star piece of the collection is an intricate pleated gown modelled by the face of the collection, supermodel Natalia Vodianova.

The collection includes a full assortment for women and "relaxed formal wear" for men, for the first time, pieces for kids as well as a Conscious Exclusive fragrance made from organic oils. It will be available globally in around 160 stores from 20 April.

Vodianova said she was "proud" to star in the 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," she said.

H&M's Head of Design and Creative Director Pernilla Wohlfahrt said creation of the collection was a "chance to dream" for its design team. "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®," she said.

The Conscious Exclusive collection is part H&M's movement towards a more sustainable fashion future for all consumers. Across all of H&M's product ranges, 20% are now made from more sustainable materials (2015).

H&M claims to be 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 will be 100% sustainably sourced by 2020.


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