"Wear The Waste" is H&M's new Conscious Exclusive collection

H&M goes greener and greener and, following the introduction of Looop, the world's first in-store recycling system, launches a brand new Conscious Exclusive FW20 collection made entirely from waste coming from sustainable sources. Following the mantra "fashion is too precious to be wasted", the fast-fashion colossus confirms its commitment to sustainability by turning garbage into beauty, plastic waste, wood pulp (which is called "silk 3.0") or wine by-products into new premium polyester garments.

For autumn/winter, we wanted to be pioneers, pushing the limits of creativity and sustainable fashion, focusing on waste. - Said Ann-Sofie Johansson, Creative Advisor at H&M - Each garment is made from amazing materials, such as waste from food crops and turns into a natural fiber.

At the heart of the capsule there are innovative processes regenerating the fabrics and instead of dumping the waste in landfills, they use them to create something new and cool, like Agraloop, the creation process that won the Global Change Award 2018 that converts waste hemp oil seeds into Hemp Biofibre or Vegea, an innovative alternative to vegan leather, made from discarded grape skins and stalks and already used in previous collections of the Conscious Exclusive line.

The result are 38 pieces, 30 for women and eight for men, characterized by over volumes, ruffles and prints inspired by vintage wallpapers and tapestries. Among the highlights of the collection are the yellow dress with bare shoulders with floral pattern worn in the campaign by London activist Zinnia Kumar; the green taffeta maxi high neck dress; the velvet mini dress with puffed sleeves; the black cropped blazer and wide pants in NaiaTM Renew. The accessories are also interesting: from the boots that turn into mules made in Vegea to the sunglasses in the innovative Made of Air material, obtained from waste biomass.