Trash To Treasure: H&M Spins Waste Into High Fashion For Its 2017 Conscious Exclusive Collection

The campaign stars supermodel Natalia Vodianova for the first time

By Annabelle Fernandez - published 9 Feb 2017

Who would have thought that shoreline waste could be turned into wearable fashion? Yet that's exactly what Swedish fashion label H&M has done with their latest H&M Conscious Exclusive collection.

Starring supermodel Natalia Vodianova, who appears in an H&M campaign for the first time, the key material in this collection is the innovative sustainable material BIONIC®, which is a recycled polyester made from plastic shoreline waste.

“I am proud to appear in the H&M Conscious Exclusive campaign," said Vodianova. "It’s amazing to see the advances in sustainable fabrics that are used in the collection, pointing towards a more sustainable future for all fashion.”

The romantic dress she wears in the campaign is made of BIONIC®, as are other items in the collection such as the woven net bags (see gallery above).

Also, the Conscious Exclusive collection includes kids’ pieces for the first time, and a special Conscious Exclusive fragrance made from organic oils is also set to be launched alongside the main collection.

So while the news of this shocking plastic yoghurt cup from the 1976 Olympics is going viral, we're just glad that some fashion brands are stepping up to make a change.

The H&M Conscious Exclusive 2017 collection will be available in stores worldwide and online from 20 April 2017.

Watch the making of the H&M Conscious Exclusive 2017 collection here: