Last week, I had the chance to preview the upcoming H&M Conscious Exclusive Collection 2017 at the new showroom in Zurich which is a dream by the way. The Swedish fashion house knows how to amaze us when it comes to affordable fashion, but it’s the work the brand is doing with its latest sustainable line that will blow you away.
Natalia Vodianova is the face of the campaign and looks absolutely divine in my favorite dress of the collection: a dreamy, blush-pink gown that seems to float on air, made of the new material BIONIC® – a recycled polyester made from recovered plastic from shorelines, waterways and coastal communities.
It is the very same plastic that is constantly polluting our beach ecosystems that is used throughout the newest Conscious lineup. Have a look at the video at the end of this post explaining the new material further.
Launching in stores and online April 20, you can enjoy here the mind-blowing preview of the future of fashion.
The full assortment will also include of men’s and kids’ clothes and accessories as well for the first time a fragrance.
My favorite dress on display in the Zurich showroom…
… along with more beautiful pieces from the collection.
Those tulle dresses are also absolutely beautiful.
Photos: Courtesy of © H&M and © Sandra Bauknecht