‘H&M Conscious Exclusive 2018’ – Sustainable Fashion Innovation

February 13, 2018  15:22  |  Fashion

H&M’s Conscious Exclusive collection 2018 pays homage to the Arts and Crafts movement in Sweden and features the new sustainable materials recycled silver and ECONYL®, a 100% regenerated fibre from fishnets and other nylon waste. The Conscious Exclusive collection launches in selected H&M stores around the world, as well as online at hm.com, on 19 April 2018.

Giedre Dukauskaite and Aamito Lagum

Photos by Mikael Jansson ©

This is the seventh Conscious Exclusive collection, a recurring range of exquisite, premium pieces that celebrate the new season and showcase the increasing possibilities of sustainable fashion with a focus on development and innovation. Along with TENCEL™, recycled polyester and organic linen, H&M is pleased to introduce ECONYL® and recycled silver to the line. ECONYL® has been woven into a delicate sheer fabric with dramatic embroidery featured on the beautiful white lace wedding dress or made into a romantic dark grey-blue lace long-sleeved mini-dress. Meanwhile, recycled silver appears in the delicate Arts and Crafts inspired jewellery designed to go with the collection.

Christy Turlington Burns

“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,” said Ann-Sofie Johansson, creative advisor at H&M.

Christy Turlington Burns

The Conscious Exclusive 2018 collection takes inspiration from the creative home of 19th and early 20th-century Swedish artists Karin and Carl Larsson. The cottage Lilla Hyttnäs, with its beautiful paintings and tapestries, has been interpreted by the Conscious Exclusive design team into a contemporary and eye-catching collection of beautifully crafted womenswear, shoes and accessories made from sustainable materials.

The 2018 print campaign was shot by fashion photographer Mikael Jansson and stars Aamito Lagum, Giedrė Dukauskaitė and Christy Turlington Burns, world-renowned model and founder of the maternal health organisation Every Mother Counts.


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