What do you do when there isn’t enough eco-friendly fabric out there? Make your own of course! H&M’s yearly Conscious Collections have always proven that sustainability can go hand in hand with style and this year for 2017 the Swedish mega-retailer have pioneered a sustainable material called BIONIC®, which is made out of recycled polyester that was formerly plastic shoreline waste.
This flowy material is the star of the teaser video, featuring Supermodel and philanthropist Natalia Vodianova modeling an ethereal plissé pleat gown in powder pink, showing us that fashion and sustainability can be mutually exclusive.
In addition to a full collection for women, the collection will for the first time include kids’ 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 April 20.