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H&M debuts collection made from shoreline plastic

H&M highlights shoreline waste with new Conscious Exclusive collection

To promote the new collection, H&M has released a video, “The Journey of a Dress” presented by Vodianova, which talks about the “global issue” of plastic pollution and how a “circular system” in fashion could resolve the problem of waste ending up in waterways.

“Through recycling, waste can be reborn as something beautiful,” Vodianova says in the video. “Just imagine a world where a dress can have a positive impact on the planet.”

H&M Conscious Exclusive collection launched in 2011 as a platform to use recycled and organic materials to create more sustainable fashion looks, as part of the fashion retailers movement towards a more sustainable fashion future.

H&M debuts collection made from shoreline plastic

Across all of H&M's product ranges, 20 percent are now made from more sustainable materials (2015), with the aim each year to increase the share. The Swedish retailer is one of the world's biggest user of recycled polyester and one of the biggest buyers of organic cotton. As part of their action plan, they hope for all of its cotton to be 100 percent sustainably sourced by 2020.

Previous brand ambassadors for Conscious Exclusive have included Olivia Wilde and Amber Valletta.






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HM debuts collection made from shoreline plastic

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