H&M, the Swedish multinational fast fashion retailer, has unveiled its Conscious Exclusive Collection which includes BIONIC®, a recycled polyester made from plastic shoreline waste.
The collection includes a full assortment for women and “relaxed formal wear” for men, pieces for kids, which will be available globally in around 160 stores from 20 April. The star piece of the collection is an intricate pleated gown.
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“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®,” said Pernilla Wohlfahrt, Head of Design and Creative Director, H&M.
The Conscious Exclusive Collection is part of the fashion retailer’s movement towards a more sustainable fashion future for all consumers. 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 fashion brand’s goal is to use 100 per cent sustainably sourced cotton by 2020.