H&M Conscious Exclusive range made from shoreline waste

Swedish apparel giant H&M has launched a sustainably sourced high-fashion line made from recycled shoreline waste as part of a wider strategy to source more of their products from sustainable materials.

The line, called ‘Conscious Exclusive’ will include a full collection for women and – for the first time- kids’ pieces. It will be available in 160 stores worldwide from April 20.

Marketing material for the new range, including a video below, challenge consumers: “Imagine a world where a dress can have a positive impact on the planet.”

The products are made using Bionic, a material made from recycled polyester, and is designed to showcase the different ways that sustainable materials can be used to create stylish fashion.

“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 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 campaign is part of a wider strategy that has already seen H&M produce at least 20 per cent of its products from sustainable materials. Also a user of organic cotton, the Swedish brand has committed to sourcing 100 per cent of its cotton sustainably by 2020.

Supermodel and philanthropist Natalia Vodianova has come on as the star of the Conscious Exclusive campaign, in her first partnership with H&M.