H&M’s Conscious Exclusive 2017 Collection Shows the Beauty of Sustainability

Beauty and the sensual world are at the heart of H&M’s Conscious Exclusive collection for 2017. Every piece is made from sustainable materials, including BIONIC® - a polyester made of plastics recycled from shoreline waste. It is a premium collection made for special occasions, available in around 160 H&M stores worldwide, as well as online at hm.com from 20th April 2017.

“For this year’s Conscious Exclusive collection at H&M, we thought not only about the look of the pieces, but also how they feel and sound. It’s a collection to please all our senses, and also our desire to be sustainable in everything we do,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.

Each piece in the women’s Conscious Exclusive collection combines the freshness of spring with the soul of sustainability. One key piece is an ethereal gown of flowing pleats, entirely made from BIONIC® - a polyester made of recycled shoreline waste. Peonies and mimosa have been screen-printed then distorted to create dream-like prints, while the hand-drawn image of a dreaming woman is quilted into the softest jacket.

Conscious Exclusive captures the mood for the night, especially with the shimmer and touch of sequins that appeal to the senses on a short recycled polyester cocktail dress. Meanwhile the tuxedo is reimagined as a lounge jacket in organic silk and TENCEL® twill, with trousers that playfully flounce at the leg.

“H&M's Conscious Exclusive collection shows how the best style can be mindful of the planet, to help protect it for the future. It's such a desirable collection, with pieces made in sustainable materials that you want to wear for seasons to come," says Natalia Vodianova, the face of the campaign and founder of Elbi – a philanthropy digital platform connecting users with a global network of charities.

Accessories include a fishnet bag made entirely from recycled shoreline waste, as well as quirky and elegant earrings made from recycled glass and plastic. This year, for the first time the collection also includes a selection of styles for kids, such as beautiful little tulle dresses, and the softest structured blazers and trousers with a charming street style feel. Also for the first time, the Conscious Exclusive collection includes fragrances, with a set of unisex organic oils that can be worn separately, or mixed together to create an individual unique scent.

Conscious Exclusive is a key part of H&M’s move towards a more sustainable future. Across H&M’s entire offering, 26% is now made from sustainable materials, with a goal each year to increase the share. For example by 2020 H&M aims for 100% of its cotton to be sustainably sourced. It is all proof of H&M’s commitment to making sustainable, good-quality fashion accessible to as many people as possible. For more information, please visit about.hm.com/sustainability.

Elbi is a philanthropy digital platform that is offering unique ways for people to support charities beyond traditional monetary donations. H&M and Natalia Vodianova will continue their partnership with a collaboration through Elbi.