One of our favourite things about fashion right now is its strides towards ethical and sustainable practices. So we were pleased when we heard that retail giant H&M would be on board with their seventh Conscious Exclusive collection by utilizing fabrics that challenge the way we make clothes. The collection — a range of premium pieces with a focus on new innovations in sustainability — is fronted by the gorgeous Christy Turlington Burns, our favourite supermodel and founder of the maternal health organisation Every Mother Counts.
“I’ve learned so much about sustainable materials and how far we’ve come being part of the H&M Conscious Exclusive campaign. The collection is really feminine and elegant,” says Turlington Burns.
Aside from using TENCEL™, recycled polyester and organic linen, new to the collection is the inclusion of ECONYL®, woven into a sheer and delicate fabric with dramatic embroidery as featured on the dark grey-blue lace mini dress as shown below.
According to the ECONYL® website, ECONYL® “recovers waste which would otherwise end up in landfills or oceans (fishing nets), causing serious damage to the entire ecosystem. It also enables real savings in terms of natural resources — about 70,000 barrels of oil per 10,000 tons of regenerated caprolactam produced — as no virgin caprolactam is used to produce it (as in common Nylon).”
“The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and ECONYL® is a 100% regenerated nylon fibre from nylon waste that support clean oceans. The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honoured techniques for spectacular results,” says H&M creative advisor Ann-Sofie Johansson.
The collection is inspired by the creative home of 19th and early 20th-century Swedish artists Karin and Carl Larsson, also known as the cottage Lilla Hyttnäs. Its gorgeous paintings and tapestries have been interpreted by the design team into something contemporary and magical — a beautiful collection of well-crafted womenswear, shoes and accessories all from sustainable materials.
The 2018 print campaign was shot by fashion photographer Mikael Jansson and also stars Aamito Lagum and Giedrė Dukauskaitė. The collection launches in selected H&M stores around the world, as well as online at hm.com on April 19. Here’s hoping that all fast fashion is sustainable one day.