by Stephen Garner

H&M has launched its autumn/winter ’20 “Conscious Exclusive” collection crafted from sustainably sourced materials made from waste.

This collection uses processes, such as transforming food crop waste into a natural fiber and creating fabrics made from sustainably sourced wood pulp. The materials can be found in womenswear pieces, such as opulent evening gowns in black and green jacquard taffeta, yellow jacquard or festooned with dusty green flowers. The collection also features statement piece tops and tailored suiting. Dramatic volume, softly structured shapes, and ruffles combined with an edgy undertone to create a glamorous look and feel. Menswear makes a return to Conscious Exclusive with a classic tuxedo, luxe suiting, shirting, and a yellow jacquard jacket.

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 removable sock. Prints throughout the collection are inspired by vintage floral wallpaper and tapestries. Flower appliqués and moth motifs within the collection are reminiscent of the cycle of life.

“For autumn/winter ’20, 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 autumn/winter ‘20 pieces – some are unique to only the rental service, while others are made in exclusive colorways.

The full Conscious Exclusive autumn/winter ’20 collection is now available online.