Hype Style/Beauty

Published on February 7th, 2017 | by Daja Marie


H&M’s New Conscious Exclusive Collection Debuts Recycled Shoreline Plastic

Dreamy and Beautiful Pieces Made With Sustainable Materials

The new H&M Conscious Exclusive collection features both sustainability and style. For 2017 the collection includes the revolutionary sustainable material BIONIC® – recycled polyester made from plastic shoreline waste. This fluid fabric used in an intricate pleated gown shows how natural it is for the best styles to be conscious of the environment.

In addition to a full assortment for women and relaxed formal wear for men, for the first time, the collection will 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 20th. Supermodel and philanthropist Natalia Vodianova is the face of this year’s Conscious Exclusive collection in her first 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.


Conscious Exclusive is an elevated collection composed of exquisite pieces, perfect for celebrating the spring season. Individual pieces for special occasions show the many different ways that sustainable materials can create the best fashion with the key piece being the ethereal plissé pleated gown in powder pink made from BIONIC®.

“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 at the forefront of H&M’s movement 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 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.


BIONIC® film: “The Journey of a Dress”


For more information, please visit about.hm.com/sustainability


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