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H&M celebrates sustainability innovation with new collection

H&M celebrates sustainability innovation with new collection

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A star-studded event in Los Angeles, H&M combines the beauty of nature with sustainability innovation.

Irina Shayk, Alek Wek, Camilla Morrone, Ann-Sofie Johansson, Emmanuelle Chriqui, Dakota Fanning, Amber Valletta, Halima Aden dressed in H&M Conscious Exclusive, celebrating the H&M Conscious Exclusive 2019 collection.

The new spring 2019 H&M Conscious Exclusive collection explores the healing power of nature, while also embracing innovation with sustainable materials and processes for a more sustainable fashion future. The collection also introduces three new sustainable materials for this season. Piñatex®, a natural leather alternative made from cellulose fibers extracted from pineapple leaves. BLOOM™ Foam, a plant-based flexible foam using algae biomass. As well as, Orange Fiber®, sustainable silk-like fabrics made from citrus juice by-products.

“For this collection, we explored the beauty in nature, which shows in the prints, as well as the flowy silhouettes, the striking color palette and the attention to detail. We’re thrilled to introduce new plant-based sustainable materials to create high-performing, beautiful and fashionable pieces that are statement-making yet so easy to wear,” says Ann-Sofie Johansson, Creative Advisor at H&M.

Conscious Exclusive

The Conscious Exclusive collection embodies a balance between glamour and innovation and can be worn for special occasions, but also for more relaxed everyday moments. The collection is inspired by the natural beauty surrounding us and nature’s importance for our well-being. Minerals, trees, and plants were translated by the design team into jacquards and flowing printed fabrics. The color palette consists of lavender, sand, aqua blue, petrol blue, and coral pink along with black, gold and silver.

Key pieces include a statement jacket in a mix of shiny silver Piñatex® and colorful jacquard, plus the romantic off-the-shoulder corset-style top made from Orange Fiber®. Meanwhile, the desert landscape printed tunic dress is also an eye-catcher, and amongst all the floaty silhouettes stands the new fashion staple – the pool slide made from BLOOM™ Foam that grounds any look with a laidback vibe.

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The collection launching on April 11th and will be available in select stores worldwide and online at hm.com.

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