H&M’s relationship with the environment is definitely complicated. But its newest Conscious Exclusive collection, fronted by model Natalia Vodianova, may be its best attempt at sustainability yet.
The retailer revealed Tuesday that the new Conscious collection is made in part using Bionic, “a recycled polyester made from plastic shoreline waste.”
Included in the mix is this gorgeous, intricately detailed pink pleated gown, which will retail for $249.
Bionic has previously been used by major retailers, like G-Star and Adidas, who are committed to creating a more sustainable industry. But thanks to H&M, we now see the fabric in an entirely new, red carpet-worthy light.
“This year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful,” said Pernilla Wohlfahrt, H&M’s creative director and head of design, in a statement. “It’s great to be able to show just what is possible with sustainable materials.”
The brand also revealed that 20 percent of its offerings are now made from more sustainable materials and the company aims to increase this number each year.
We’ll twirl in a beautiful gown to that! The new Conscious Exclusive collection will hit stores and HM.com on April 20.
