H&M is one of the few mass retailers embracing the sustainable fashion movement, one kickass collection at a time. Since 2010, the Swedish brand's released a total of eight Conscious collections, with each year bringing forth a set of new initiatives. Despite still trying to wrap our heads around last year's mind-blowing creativity (clothing made of fishnets?), one glance at H&M's newest release and we can honestly say that it's so. much. better.
This morning, H&M launched its most sustainable Conscious collection yet. The 48-piece line is made from super innovative plant-based fabrics, from a silver jacket made from Piñatex (a.k.a. pineapple leather) to an off-shoulder blouse fashioned from orange peels.
"We’re thrilled to introduce new plant-based sustainable materials to create high-performing, beautiful and fashionable pieces that are statement-making yet so easy to wear,” H&M Creative Advisor, Ann-Sofie Johansson said in a press release. But their commitment to sustainaiblity doesn't stop at this one collection. According to Isak Roth, the brand's Global Sustainability Manager, H&M is using this range as a starting point for their long-term goal of using "only 100% recycled or other sustainably-sourced materials by 2030."
To celebrate this game-changing collection, H&M gathered a host of celebrities, influencers and press at a rustic locale in Laurel Canyon, Los Angeles. Amongst the golden hour sunsets and sound bath performances were the likes of Alex Wek, Halima Aden, Dakota Fanning, and Amber Valetta — all donning pieces from the aforementioned line.
Ahead, check out our favourite pieces from the new collection — available on HM.com starting at 10 AM — and feel good knowing that for once, your purchase isn't totally screwing us over.
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