Fast fashion and sustainability are largely mutually exclusive, but H&M keeps battling to step away from this notion.
While its efforts are often questionable, the brand's latest move is one that we can really get behind.
The Swedish retailer has just released its 2017 Conscious Exclusive collection, which sees the debut of an entirely new sustainable fabric.
It's called Bionic and is a form of recycled polyester made from recovered plastic from shorelines and waterways. Amazingly, it’s soft enough to be used in evening wear but also has the ability to be worked into a thicker textile for jeans.
The fabric is showcased in the collection, in the form of a peach-pink pleated gown that serves as the collection’s hero piece.
“You can’t believe the Bionic dress is made from old plastic bottles,” creative advisor of H&M, Ann-Sofie Johansson, told Vogue.
“It’s a precious piece you can wear and cherish and save in your wardrobe. With the Conscious Exclusive Collections, we always try to find a new fabric or new technique. It’s where we try to push the boundaries of what’s possible with sustainable fabrics and show how beautiful the garments can be.”
Launched in 2011, the Conscious Exclusive line was started as a way to incorporate more sustainable and organic materials into the H&M range. It offers a platform for the retail giant to experiment with sustainable fabrications, with the aim to introduce them more broadly across the main lines.
Conscious Exclusive drops on April 20 with a full women’s, men’s, children’s and fragrance range.