We all know that it’s important to recycle but who knew that recycled shoreline waste could be turned into beautiful, elegant clothing? Well, H&M has done just that with its newest Conscious Exclusive collection, fronted by model Natalia Vodianova. The new Conscious collection is made in part using Bionic, a recycled polyester made from plastic shoreline waste, and the result is a unique collection of quirky and beautiful pieces. Right now, H&M is keeping most of the collection under wraps until the launch in April, but if this gorgeous pink pleated gown is anything to go by we’re sure it’s going to be filled with list-worthy pieces.

While Bionic has previously been used by major retailers, like G-Star and Adidas, H&M is proving that the fabric is here to stay with this stunning collection. In addition to a full collection for women and relaxed formal wear for men, the collection will for the first time include kids’ pieces, as well as a Conscious Exclusive fragrance made from organic oils. It’s a collection of individual pieces with a sense of occasion, each one showing the many different ways that sustainable materials can create the best style. Key to the collection is the ethereal plissé pleat gown in powder pink made from BIONIC.

Conscious Exclusive collection
“For the design team at H&M, this year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director. “It’s great to be able to show just what is possible with sustainable materials.” But it doesn’t stop there, H&M has revealed that 20 percent of its offerings across all ranges are now made from more sustainable materials and the company aims to increase this number each year.

In the launch campaign for the Conscious Exclusive collection, fashionistas can catch a glimpse of supermodel Natalia Vodianova in the pink Bionic dress. “I am proud to appear in the H&M Conscious Exclusive campaign,” says 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.”

Conscious Exclusive collection

H&M will be launching the new Conscious Exclusive collection worldwide on 20 April 2017. For more information visit the H&M website.