The Interview: Pernilla Wohlfahrt.
Creative Director at H&M
Adress made from recycled plastic bottles? We never would’ve guessed. H&M are one of the latest retailers to move towards recycling shoreline waste and turning it into a yarn called Bionic, to manufacture their latest Conscious Exclusive collection. From embroidered box jackets to printed skirts and layered flared trousers H&M is proving that sustainability does have style. Creative Director Pernilla Wohlfahrt talks to EW on the inspiration behind the collection, how the brand is changing the way we think about fashion, and their latest foray into eco-beauty. The collection is created with inspiration from the human senses playing on the idea of how the clothes look, feel and sound. Embellishment is also an important part of the collection. Large sequins warp the surfaces and make their own music, tiny beads create movement and shape, while the jacquards and embroideries create dimension. Bionic yarn uses the same techniques as normal yarn.
We are still able to create beautiful garments without compromising on style or quality. At H&M we aim to work with more and more sustainable materials each year. We have a giant platform in the fashion industry and we are using our voice to educate and introduce Bionic and other re-usable materials to a large audience. We chose Natalia Vodianova as the face of the campaign
as she has great style and a personal interest in, and commitment to sustainability. This makes her the perfect face and ambassador for this collection. We have introduced organic perfume oils into this year’s Conscious Exclusive collection. This builds on from our Beauty range of conscious products which already include lip balms and body lotions. Will we delve into make-up products? We’re not ruling it out… My must-have pieces from the collection include all of the flower printed dresses, which are perfect for summer parties and the tuxedo jacket for a more smarter look. I will be accessorising the Bionic dress with a pair of sandy coloured sandals and simple bangles. The dress is such a standout piece I’ll be letting it speak for itself. My motto? If you do what you love, you will be successful. n