Natalia Vodianova stars in H&M’s Conscious Exclusive campaign, highlighting the brand’s use of Bionic, a recycled polyester made from recovered shoreline waste.
H&M Conscious is the Swedish retailer’s sustainable, socially responsible collection, with the Exclusives going a step further with limited-edition designs and, usually, a high-profile spokesmodel.
The key design this season is an ethereal plissé pleat gown in powder pink in Bionic.
H&M, which had been named as one of Medinge Group’s Brands with a Conscience in 2008, has been increasing its use of sustainable materials, now reaching 20 per cent. It is now one of the world’s biggest users of recycled polyester and one of the biggest buyers of organic cotton.
H&M Conscious Exclusive shows that style and sustainability can go together.
‘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,’ said Vodianova.
‘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,’ said Pernilla Wohlfahrt, H&M’s head of design and creative director.
The 2017 collection will also include children’s pieces. The collection will go on sale in c. 160 stores worldwide, from April 20.—Nathalia Archila
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