H&M’s Conscious Exclusive A/W20 collection explores the beauty of waste

H&M’s Conscious Exclusive A/W20 collection explores the beauty of waste

December 7, 2020
Press Release: H&M Group

The A/W20 collection from fashion brand H&M creates beauty with innovative fabrics and processes, such as transforming food crop waste into a natural fiber, creating fabrics made from sustainably sourced wood pulp and using a unique garment-to-garment process

The materials can be found in womenswear pieces, such as opulent evening gowns and menswear including a classic tuxedo.

Accessories include bold choker necklaces, earrings, shoe clips in recycled metals and a pair of sunglasses crafted from Made of Air, a material partly made from waste biomass. Shoes from the collection, made from VEGEA, a vegan leather partly made from wine by-products, can be worn as a mule or boot with a removeable sock.

“For A/W20, we really wanted to be trailblazers – pushing the limits of creativity and sustainable fashion – by focusing on waste,” said Ann-Sofie Johansson, creative advisor at H&M. “As a result, the pieces in this collection are crafted from truly amazing materials produced from waste. Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion.”

Two H&M stores in Stockholm and Berlin will be offering a rental service of six different A/W20 pieces – some are unique to only the rental service, while others are made in exclusive colorways.

The Conscious Exclusive A/W20 campaign encourages us to ‘wear the waste’ in an effort to change fashion. Zinnia Kumar, an Australian-born, London-based ecologist, activist, and model, is the face of the campaign. “I’m thrilled to be a part of this Conscious Exclusive campaign, especially as H&M is paving the way for sustainable collections to become the industry norm. As consumers, we will no longer need to differentiate between fashionability and sustainability, as they will become one and the same. As an ecologist working in fashion, this fills me with hope.”

Plastic Free World Conference & Expo 2021 will be co-located with The Greener Manufacturing Show and will take place at Cologne Messe, Germany, on Wednesday 16 June and Thursday 17 June 2021. Registrations for this highly focused, solutions-driven event will open in early 2021. For sponsorship and exhibition opportunities, please email peter@trans-globalevents.com

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