New eco-friendly range for fashionistas

WHILE there are increasing calls for the fashion industry to decrease the harmful effects it has on the environment, one design house has said it will heed this call.

H&M has announced that it will release an eco-friendly luxurious collection for men, women and children, which is expected to be available in South Africa soon.

This will be part of the Swedish multinational clothing-retail company’s Conscious Exclusive, which will use sustainable materials for their attire and accessories.

The collection will be launched next month and will be on sale from April 20 in Cape Town.

H&M’s head of design and creative director Pernilla Wohlfahrt said the innovative collection is about more than just the clothing.

“For this year’s Conscious Exclusive collection at H&M, we thought not only about the look of the pieces, but also how they feel and sound.

“This is a collection to please all our senses, and also our desire to be sustainable in everything we do.”

Wohlfahrt explained that the Conscious Exclusive collection is a premium one and that each piece is made to be worn for special occasions, with fashionistas also being mindful that their clothes are eco-friendly.

“Each piece in the women’s Conscious Exclusive collection combines the freshness of spring with the soul of sustainability,” she pointed out.

From the dresses to blouses and jackets and even accessories, each piece of the special collection is made from sustainable materials, including BIONIC® – a polyester made of plastics recycled from shoreline waste.

This allowed the fashion house to play with materials and textures for the collection to create a unique set of items, which are also environmentally friendly.

“A key piece is an ethereal gown of flowing pleats, entirely made from BIONIC®. Peonies and mimosa have been screenprinted then distorted to create dream-like prints, while the hand-drawn image of a dreaming woman is quilted into the softest jacket.”

The Conscious Exclusive also takes men into account and H&M have also designed a range just for them as part of the collection.

“The tuxedo is reimagined as a lounge jacket in organic silk and TENCEL® twill, with trousers that playfully flounce at the leg,” said Wohlfahrt.

Youngsters also have their own range within the Conscious Exclusive collection.

“For the first time the collection also includes a selection of styles for kids, such as beautiful little tulle dresses, and the softest structured blazers and trousers with a charming street-style,” added Wohlfahrt.

There is also a unique take on accessories.