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

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 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.