Once lambasted for its disregard of ethical cred, Swedish fast fashion powerhouse H&M has been pulling up its bamboo cotton socks of late, and its latest announcement is certainly another step in the right direction.
This season sees the launch of The Conscious Exclusive collection – a range that includes a statement jacket in a mix of shiny silver Piñatex®, a natural leather alternative made from cellulose fibers extracted from pineapple leaves, and a romantic off-the-shoulder corset-style top made from Orange Fiber®, a sustainable silk-like fabric made from citrus juice by-products.
It’s the first time these materials have been used by H&M, and they join other versatile materials in store such as recycled polyester, organic cotton, organic linen, organic silk, TENCEL™ lyocell, recycled plastic, recycled glass and recycled silver.
Ann-Sofie Johansson, creative advisor at H&M says: “We’re thrilled to introduce new plant-based sustainable materials to create high-performing, beautiful and fashionable pieces that are statement-making yet so easy to wear.
“For this collection, we explored the beauty in nature, which shows in the prints, as well as the flowy silhouettes, the striking colour palette and the attention to detail.”
As consumer demand for sustainable fashion continues to grow, so too does the ranging of big brands eager to meet the market, and it seems H&M is no exception.
Capturing the season’s hottest colour palette – think coral and aqua with black, gold and silver – the range includes tops, jackets with matching skirts, dresses and boots. A perfect balance between glamour and innovation with pieces that can be worn for special occasions, but also for more relaxed everyday moments. We can’t wait to get our hands on it.
Launching on April 11th, the collection will be available in selected stores worldwide and online at hm.com.
Images courtesy of H&M The Conscious Exclusive collection.