H&M uses recycled shoreline plastic to create new Conscious Exclusive collection

An ethereal pleated gown made from recycled shoreline plastic will be available for customers to buy at H&M stores from this spring, announced the Swedish high street brand on Tuesday.


The campaign is fronted by Russian supermodel Natalia Vodianova - H&M

The dress, made using recycled polyester by fabric innovator Bionic, is part of the brand’s new Conscious Exclusive collection - the annual capsule range that explores and challenges the limits of fashion.

Expanding the number of stores that will carry the line and the product assortment, H&M’s 2017 Conscious Exclusive will be available in 160 stores worldwide, and online, from 20 April.

In addition to a full assortment for women and relaxed formal wear for men, the project will also include this year for the first time childrenswear pieces and an exclusive fragrance made from organic oils.

Supermodel and philanthropist Natalia Vodianova has been selected as the face of this year’s collection. This is the first time the Russian model stars in an H&M campaign, and sees her present the powder pink gown in a video ad explaining the dangers of plastic pollution.


 

"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," said the model.

The Conscious Exclusive collection takes the popular retailer one step closer towards its goal of becoming a more sustainable brand. According to the company, H&M is one of the world’s largest users of recycled polyester and one of the biggest buyers of organic cotton.

H&M plans its cotton to be 100% sustainably sourced by 2020. 

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