Fast fashion giant H&M is on the green track to sustainability with it’s recent announcement to go CLIMATE POSITIVE by 2040! The Swedish clothing giant released it’s SUSTAINABILITY REPORT 2016 recently where bold new sustainable development goals were outlined. H&M has committed to only using recycled or sustainably sourced materials by 2030 and gradually move to a climate positive value chain completely by 20140.
H&M’s official update read:
« Global warming is a key challenge to all industries, including fashion. We want to be part of the solution and today we are launching a new ambitious goal: to become Climate Positive by 2040 throughout our entire value chain. Our goal is built on three priorities: energy efficiency, renewable energy and carbon sinks. We will ensure to contribute to greenhouse gas reductions to a larger extent than what our own value chain emits. This means not just reducing a negative impact, but actually making it into a positive impact. »
H&M sustainable fashion CONSCIOUS COLLECTION 2017 was also unveiled amidst much fanfare at an exclusive launch event in Los Angeles with many celebrities in attendance. A few weeks back the brand had released a teasing preview of it’s new collection featuring gorgeous supermodel and passionate greenie Natalia Vodianova wearing the sensational pink dress entirely made of BIONIC YARN- fabric made out of recycled ocean plastic. H&M sustainable fashion Conscious Collection 2017 preview had left a huge impression on media and consumers alike all eagerly waiting for the full collection. And the entire collection completely lives up to the huge expectations!
Conscious 2017 is a robust collection of women’s, men’s & kids’ ready to wear made of recycled or sustainably sourced materials. The designs are chic and the collection carries a balanced mix of gorgeous evening wear and plenty casual wear. Women’s collection has accessories like bags, jewellery and shoes too. Here’s your preview of H which hits the stores and online 20 April 2017. So take a look now to already make your shortlist.
H&M Conscious Collection 2017
Photo credit: H&M
The glitzy launch saw many celebrities in attendance like Chrissy Teigen, Orlando Bloom, Hailey Baldwin, Kate Mara, Amanda Steele and Lucky Blue Smith all of them wearing pics from the new H&M sustainable fashion collection.
Picture credit & copyright- BFA/ H&M Press kit
The highlight of the launch was the beautiful plastic dress installation that, to quote H&M, « portrays the creation of a Conscious Exclusive dress. Sourced from shorelines and waterways, plastic waste is recycled and turned into the chiffon fabric used to make this exquisite dress. By turning pollution into high fashion, the process protects oceans and creates a better choice without compromising style or quality. »
H&M Sustainable Fashion- Material Goals
H&M’s key sustainable goal is to use 100% recycled and other sustainably sourced materials for it’s clothes by 2030. Till 2016 this component was 26% with the brand using many eco-friendly materials in it’s collections. Here’s a snapshot of the sustainable materials used by H&M thus far.
H&M Sustainable Fashion Conscious Collection 2017- Are we buzzing & buying?
With the launch of the Conscious line in 2016 by H&M we had discussed if the collection was yet another marketing gimmick or actually shop-worthy. With the unveiling of the new CLIMATE POSITIVE BY 2040 sustainability goals, H&M has definitely upped the ante on eco-fashion. The Conscious Collection 2017 is a gorgeous collection made from all eco-friendly materials and is the perfect example of sustainable being sexy and chic. So the brand is clearly differentiating itself from other fast fashion companies. But a lot remains to be worked by the brand.
To let you make your own opinion, we give you both sides of the coin. The first side is from the perspective of a “very green fashionista”, not to call him an “H&M hater”. This view considers H&M going Conscious is all Marketing blah blah and not a genuine green move. The second perspective is a “green mainstream maniac’s” valorising H&M’s green efforts as his objective is to make mainstream brands go green and sustainable.