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H&M launches Conscious Exclusive AW20 collection, made from waste materials

Tom Shearsmith
20 November 2020

H&M is continuing its sustainability focus with its latest Conscious Exclusive AW20 collection, featuring textile-to-textile recycling and innovative waste products.

The AW20 collection includes innovative fabrics and processes that transform food crop waste into a natural fibre, fabrics made from sustainably sourced wood pulp or use a unique garment-to-garment process.

The materials can be found in womenswear pieces such as evening gowns, various tops and tailored suiting. Menswear also makes its return to Conscious Exclusive in 2020, with a classic tuxedo, shirts and a yellow jacquard jacket.

The Conscious Exclusive AW20 campaign encourages customers to “wear the waste” in an endeavour to change fashion and features Zinnia Kumar, an Australian-born, London-based ecologist, activist and model.

Ann-Sofie Johansson, Creative Advisor at H&M, said: "For AW20, we really wanted to be trailblazers – pushing the limits of creativity and sustainable fashion – by focusing on waste.

"As a result, the pieces in this collection are crafted from truly amazing materials produced from waste. Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion."

Furthermore, two H&M stores in Stockholm and Berlin will be offering a rental service of six different AW20 pieces - some unique to only the rental service, whilst others are made in exclusive colourways.

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