H&M’s Conscious Exclusive seventh collection was announced earlier this month. Exploring the increasing possibilities of sustainable fashion, the 2018 range’s focus on development and innovation led the Swedish brand to Aquafil, who are known for producing Nylon from 100% regenerated waste from landfills and the ocean.
The first-grade nylon yarn known as ECONYL, has been woven into a few pieces from the collection including my favourite, a romantic dark grey-blue lace long-sleeved mini-dress. On their latest venture, Ann-Sofie Johansson, creative advisor at H&M said, “The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and ECONYL® is a 100% regenerated nylon fibre from nylon waste that supports clean oceans. The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honoured techniques for spectacular results.”
Paying homage to the Arts and Crafts movement in Sweden, the exquisite range boasts premium pieces that celebrate H&M’s increasing development and innovation in sustainable fashion. The collection’s release is the beginning of a long-awaited collaboration between two industry leaders with a shared vision for a more sustainable future. “Aquafil is thrilled to have ECONYL adopted by H&M’s Conscious Exclusive collection. This partnership represents great progress for the fashion industry and environment,” said Giulio Bonazzi, CEO of Aquafil. “Collaboration between brands and ingredient manufacturers is key: when we work together, it creates more sustainable options for consumers and a cleaner future.”
Available on 19 April 2018 in H&M stores around the world, as well as online at hm.com, the 2018 print campaign was shot by fashion photographer Mikael Jansson and stars Aamito Lagum, Giedrė Dukauskaitė and world-renowned model Christy Turlington Burns, the founder of the maternal health organisation Every Mother Counts. “I’ve learned so much about sustainable materials and how far we’ve come being part of the H&M Conscious Exclusive campaign. The collection is really feminine and elegant,” said Christy.