In the H&M Conscious Exclusive A/W20 collection, exquisite pieces are made from sustainable materials obtained from waste. What is usually thrown away is intentionally turned into treasures to be loved and cherished. This allows us to appreciate the potential of waste and to be inspired by the creativity that comes from the need to reuse things. The Conscious Exclusive A/W20 collection will be available on hm.com from December 1.
Collection H&M Conscious Exclusive A/W20, which literally creates beauty from waste, includes innovative fabrics and processes that transform plant waste into natural fibers, fabrics from sustainably sourced wood pulp, or use a unique garment-to-garment process. Materials can be found in women's clothing such as luxurious evening dresses in black and green jacquard taffeta, yellow jacquard or embellished with dusty green flowers mixed with voluminous tops and tailored details. Dramatic volume, soft structured shapes and glamorous ruffles in a strong undertone create a darkly attractive look and feel. They are returning to the Conscious Exclusive collection men's clothing, with a classic tuxedo, luxury suit, shirt and jacket in yellow jacquard.
Fashion accessories include bold short necklaces, earrings and shoe clips made of recycled metal and sunglasses, made of Made of Air® material, which is partially made from waste biomass. Shoes are designed to be worn as mules or as boots with a removable part made from VEGEA™ vegan leather, partially made from wine by-products. Prints throughout the collection were inspired by floral wallpaper or tapestry from days gone by, while floral appliqués and fringes allude to both life and decay.
The Conscious Exclusive A/W20 campaign encourages us to "wear waste" and change fashion. The star of the campaign is Zinnia Kumar, an Australian-born London-based environmentalist, activist and model who adds: “I am thrilled to be a part of the Conscious Exclusive campaign, especially as H&M is paving the way for sustainable collections to become the industry norm. As consumers, we will no longer have to choose between fashion and sustainability, as they will become one. As an environmentalist working in the world of fashion, this fills me with hope.”
