As the dialogue surrounding sustainability intensifies owing to the severity of climate change and global warming, fashion brands continue to embrace the ecological practices in response.
After signing the 2020 Circular Fashion System Commitment in May last year, the Swedish fashion retail brand H&M has previewed its seventh Conscious Exclusive Collection, slated for release on April 19, 2018.
The collection makes use of sustainable fabric crafted out of recycled materials such as organic linen, organic cotton, Tencel – a fibre made from eucalyptus trees and produced with nontoxic chemicals and recycled polyester to create a range of womenswear clothing, lingerie, shoes and accessories.
Forever testing its limit, H&M has introduced two new materials being recycled silver and ECONYL®, a 100% repurposed nylon fibre made from fishnets and other nylon waste.
The new collection derives inspiration from the creative home of 19th-century Swedish painter Carl Larsson and his wife Karin, who was an interior designer. Called ‘Lilla Hyttnäs’, the house is an iconic example of Swedish interior design and is admired for many of Carl’s paintings of his wife and children, Karin’s handcrafted tapestries and embroidery and original furniture from the time they spent living in the house.
The folkloric prints from Karin’s tapestries, her aprons, the couple’s garden, and the contrasting characteristics of the rooms within the house translate themselves into the new collection that consists of full-length dresses, jacquard suits, cropped flare trousers and button-down blouses.
Apart from this, the 40-piece collection also includes printed scarves in a TENCEL™ blend, a delicate pouch handbag embellished with recycled plastic beads and sequins, satin slip in shoes made from recycled polyester and delicate tulip-motif jewellery crafted out of recycled silver.
The Conscious Exclusive 2018 collection will be available for purchase in selected stores worldwide and online exclusively at the brand’s official website at hm.com.
The latest collection currently makes use of 50 per cent certified sustainable materials. To add on to this, H&M has revealed a growing list of fabrics it will work with in the future, which includes bamboo-and-organic-cotton velvet and a vegan grape leather.
Interestingly, 96 per cent of the company’s electricity is generated from renewable resources, and it also launched a clothing-recycling initiative in 2013, which has collected 55,000 tonnes of waste materials till date.