A first look at the Conscious Exclusive Collection
H&M’s most sustainable line of clothing is fronted by supermodel Natalia Vodianova and features a dress made of recovered plastic shoreline waste.
For the sixth year in a row, H&M is releasing a collection focused on high fashion items crafted from sustainable materials. While the brand is incorporating organic and recycled fabrics into its entire assortment and has been developing new materials for Conscious Exclusive every year, this is the first time the brand is releasing a Conscious line for kids too. It’s also the first time in several years that men will get their sustainable fashion needs met with a capsule.
Conscious Exclusive doesn’t only bring big news for men and children. The first details to be revealed on the women’s side include a perfume made of organic oils and a powder pink plissé dress made of BIONIC®, which is recycled polyester made from recovered shoreline waste.
“For the design team at H&M, this year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful. 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®,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.
The collection is fronted by Russian supermodel and philanthropist Natalia Vodianova, who has never starred in a campaign for H&M before.
“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,” she says.
The Conscious Exclusive collection for women, men and children will be available online and in selected stores from 20 April. Read more about H&M’s sustainability initiatives here.