H&M’s New Conscious Exclusive Collection Uses Sustainable Fabrics Made From Fruit and Algae

With environmental issues becoming more and more important in every facet of life, fashion brands are now adopting more sustainable practices. One of the leading influential fast fashion brands in the globe, H&M has carried out a variety of environmental initiatives in the last couple of years. In its continuous stand for sustainable practices, the brand launched an eco-friendly line back in 2012, as well as an eco-friendly denim collection in 2018. 2019, will see them launch the Conscious Exclusive Collection for Spring.

“The collection explores the nature and its beauty, and this is encapsulated in flowy silhouettes, prints, amazing color palette, and fine details. We are excited to introduce a new plant-based sustainable material that will birth high-performing, aesthetic, and eye-catching pieces that are easy to wear, and make you presentable,” said Ann-Sofie Johansson, creative advisor.

The Conscious Exclusive Collection gets its inspiration from nature. The collection includes shorts and dresses suitable for a variety of occasions, and also pantsuits. Each piece was designed using Innovative sustainable materials such as sustainable silk-like fabrics produced from citrus juice byproducts, a plant-based flexible foam made from algae biomass, and also natural leather alternative produced from cellulose. Some of the other sustainable materials used are organic silk, recycled plastic, organic cotton, recycled plastic, recycled polyester, organic linen, recycled silver, and TENCELTM lyocell.

The collection will launch online and in stores on 11th April, with price ranging from $24.99 to $299.99.