H&M introduces New Sustainable Materials

H&M Conscious Exclusive collection explores the healing power of nature along with embracing innovation with sustainable materials for a more sustainable fashion future.

The new sustainable materials are Piñatex®, a natural leather alternative made from cellulose fibres extracted from pineapple leaves, BLOOM™Foam, a plant-based flexible foam using algae biomass, and Orange Fiber®, sustainable silk-like fabrics made from citrus juice by-products.

According to Ann-Sofie Johansson, Creative Advisor at H&M, For this collection, we explored the beauty in nature, which shows in the prints, as well as the flowy silhouettes, the striking colour palette and the attention to detail.

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 colour palette consists of lavender, sand, aqua blue, petrol blue and coral pink along with black, gold and silver. 

Launched on April 11th, the collection is available in selected stores worldwide and online at hm.com