H&M has dropped a brand new Conscious Exclusive collection, full of sustainable Autumn/Winter pieces to get us through the season.
The Swedish retailer, who has established itself as a leading name within the best sustainable fashion brands - and accessible one at that, released the new range on Wednesday including everything from gorgeous gowns and tailored suits, to chic winter boots.
Most impressive of all is that the entire range is made using scraps of waste biomass, as well as fabrics designed from natural fibers like wood pulp and wine by-product - yes, that's wine as in the stuff we love drinking.
The new instalment of the Conscious collection features 38 new pieces, most of which are womenswear with 30 items as well as eight menswear items. It will be available to shop from 1st December, the perfect time considering the many festive ensembles included. We're talking a velvet, puff-sleeve mini dress, a sequin bra top and a stunning yellow, off-the-shoulder gown which is modelled in the campaign by Australian-born, London-based ecologist and activist, Zinnia Kumar.
Speaking of the campaign in a press release, Ann-Sofie Johnasson, H&M’s creative advisor, said: “For AW20, we really wanted to be trailblazers — pushing the limits of creativity and sustainable fashion — by focusing on waste."
The brand, which also recently dropped a sustainable loungewear collection, has released a special advert to promote the range. In it, a narrating voiceover explains "Where some see rubbish, we see beauty,” before continuing with strong statement, encouraging customers to recycle clothes: "We’re changing fashion — starting with the things that used to be thrown away.”
We, for one, are on board. Brb, setting our reminders for 1st December!
Sagal is a journalist, specialising in lifestyle, pop culture, fashion and beauty. She has written for a number of publications including Vogue, Glamour, Stylist, Evening Standard, Bustle, You Magazine, Dazed and Wonderland to name a few.
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