Words by Tanya Grimson
February 13th, 2018
H&M has just released its first look at the highly anticipated and hugely popular Conscious Exclusive collection and once again the mighty Swedish giant has proven its worth. Not only because this particular range is a global leader in sustainable fashion but because H&M is recognised as a pioneer and innovative thought leader in this area. The brand strengthens and endorses its position in the market by placing continued emphasis around the imminent slowdown and global demise in fast consumer fashion and is on a mission to be completely circular by 2030. Their circular strategy simply means they want to have a complete range of clothing that closes the loop between unwanted clothes being recycled into new clothes. “We are currently working to update our sustainability strategy. To begin with, we have set the vision to become 100% circular. By including only recycled or other sustainably sourced materials in our production, we will exhibit a circular approach to how products are made and used”, explains Anna Gedda, Head of Sustainability. With this mission statement, the brand is clearly addressing the increasing demand for brands from consumers and dwelling global resources to produce more ethical and sustainable garments with a more sustainable future.
But another major accomplishment for the brand is how it has re-invented how sustainable conscious led fashion should look. Long gone are the days where ethically produced clothing was something you expected to see in a bargain basement; H&M’s Conscious Exclusive collection, although made from materials such as recycled silver and ECONYL®, a 100% regenerated fibre made from fishnets and other nylon waste, is beautiful and very wearable. And what better way to portray those two very fine but equally important details than having one of the most beautiful women in the world, supermodel and founder of the maternal health organisation Every Mother Counts, Christy Turlington Burns front the campaign?
The campaign images were photographed by fashion photographer Mikael Jansson and the collection takes inspiration from the creative home of 19th and early 20th-Century Swedish artists Karin and Carl Larsson.
The Conscious Exclusive collection launches in selected H&M stores around the world, as well as online at hm.com on 19th April 2018 and we are excited! See our must-have pieces from the collection below.
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