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H&M uses recycled shoreline waste in new collection

Fashion retailer H&M has launched a new H&M Conscious Exclusive collection that includes the pioneering sustainable material BIONIC, a recycled polyester made from plastic shoreline waste.

FASHION

H&M uses recycled shoreline waste in new collection

The fluid fabric has been used for an intricate pink plissé pleat gown.

Pernilla Wohlfahrt, H&M’s head of design and creative director, said: “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."

Supermodel and philanthropist Natalia Vodianova is starring this year’s Conscious Exclusive in her first ever campaign for H&M.

In addition to a full collection for women and relaxed formal wear for men, the collection will for the first time include children’s pieces, as well as a Conscious Exclusive fragrance made from organic oils.

The collection will be available in around 160 stores worldwide and online from 20 April.

Across all of H&M’s product ranges, 20% are now made from more sustainable materials.

 

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