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For this year’s H&M Conscious Exclusive collection, the brand introduced its most innovative sustainable material yet. At first glance, this pleated dress worn by Natalia Vodianova might pass for chiffon, but it’s actually made from Bionic, a recycled polyester made from plastic shoreline waste. Really.
“This year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful,” H&M head of design Pernilla Wohlfahrt says in a statement, “It’s great to be able to show what is possible with sustainable materials.”
H&M has been pushing eco-friendly production since the ’90s, when it first started using organic cotton, and previously developed other sustainable fabrics in-house like Denimite (a fabric made from recycled denim) and lyocell (a material made from eucalyptus wood fiber). As of 2015, 20% of all H&M’s products are made from sustainable materials.
2017’s Conscious Exclusive collection is the first to include kids’ clothing and a new fragrance made from organic oils. The collection drops online and in 160 stores worldwide on April 20.