The largest retail chain H&M presented its new spring collection of eco-friendly clothing line Conscious Exclusive, created from innovative vegan materials.
As reported on the website of H&M, the company debuted with the collection Conscious Exclusive on March 27 in Los Angeles. The event was attended by celebrities, influencers and friends of the brand, such as Irina Shayk, Dakota fanning, Halima Aden and amber Valletta.
"Conscious Exclusive is a constantly updated collection of exquisite premium products that demonstrate the growing capabilities of sustainable fashion with a focus on development and innovation.
This season H&M used for the first time materials such as Piñatex®, BLOOM ™ Foam and Orange Fiber®, as well as recycled polyester, organic cotton, organic linen, organic silk, tencel ™ Lyocell, recycled plastic, recycled glass and recycled silver."
The new collection Conscious Exclusive includes both outfits for special occasions and more neutral things for every day. Voluminous silhouettes and dramatic details such as ruffles, deep V-neck and shiny sequins are balanced by sporty elements, including laces, elastic belts and cuffs. Prints inspired by plants and trees became the main feature of the collection, and the color palette resembles crystals in lavender, blue, blue, coral-pink shades.
"We were inspired to create this collection by the beauty of nature, which is manifested in prints, as well as smooth silhouettes and an amazing color palette, — said Anne-Sophie Johansson, creative consultant at H & M. — We are very pleased to present new environmentally friendly materials on a plant basis, used in the creation of functional, beautiful and fashionable products."
In 2016, the Spanish designer Carmen of Hijos debuted with an innovative material Piñatex®, used today by several companies including Hilton Hotels, which found the application of leather-based pineapple instead of animal skin for the manufacture of furniture in your completely vegan hotel room in London.
The German brand HUGO BOSS has also decided to keep up with the times, presenting last year a new collection of ethical shoes for men, made of Piñatex.
Piñatex® fiber is a natural material derived from pineapple leaves. It is one of the best alternatives to traditional animal skin, the production of which is engaged in the company Ananas Anam.
Pineapple leaves are a by-product of the harvest and no other resources are required to produce the material, which means that farmers receive an additional source of income. Unlike animal skin, Piñatex not only ethical but also environmentally friendly, being completely biodegradable products.
The Italian company Orange Fiber, founded in 2014 by Adriana Santanocito and Enrica arena, creates ethical vegan silk from cellulose derived from thousands of tons of citrus that would otherwise have been thrown away in vain.
Bloom ™ Foam is a plant-based material made using the biomass of algae from freshwater sources.
The Swedish company H&M is the largest clothing retailer, headquartered in Stockholm and new York.
H&M and its subsidiaries are represented in 71 countries.