26th February 2018

H&M collaborates to boost sustainable fashion line

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H&M has teamed up with garment manufacturer Aquafil to expand its sustainable fashion designs.

The firms have joined forces to make sustainable fashion mainstream through the H&M Conscious Exclusive collection. The fashion chain’s eco clothing collection will now feature pieces created from Aquafil’s regenerated nylon ECONYL® yarn, which is made from waste diverted from landfills and oceans, including fishing nets.

ECONYL® has been woven into a delicate sheer fabric with dramatic embroidery featured on a white lace wedding dress and also made into a lace long-sleeved mini-dress.

This seventh Conscious Exclusive collection incorporates recycled silver to the line, which appears in the delicate arts and crafts inspired jewellery designed to go with the collection.

Giulio Bonazzi, CEO of Aquafil, said: “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.  Collaboration between brands and ingredient manufacturers is key: when we work together, it creates more sustainable options for consumers and a cleaner future.”

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 support 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.”

The Conscious Exclusive 2018 collection is inspired by the creative home of 19th and early 20th-century Swedish artists Karin and Carl Larsson. The cottage has been interpreted by the Conscious Exclusive design team into a contemporary collection of womenswear, shoes and accessories made from sustainable materials.

The Conscious Exclusive collection launches in selected H&M stores around the world, as well as online at hm.com, on 19 April 2018.

The 2018 print campaign was shot by fashion photographer Mikael Jansson and includes world-renowned model Christy Turlington Burns, who is also founder of the maternal health organisation Every Mother Counts.

Christy Turlington Burns said: “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.”