H&M is using a polyester yarn made from plastic bottle waste recovered from the shoreline for its latest H&M Conscious Exclusive collection, which will launch on 20 April.
The Swedish fast fashion giant is using bionic yarn for a dress with flowing pleats, priced at £149.99, while a tuxedo jacket featuring organic silk and tencel twill is priced at £99.99.
“H&M’s Conscious Exclusive collection shows how the best style can be mindful of the planet, to help protect it for the future,” said Natalia Vodianova, the face of the campaign and founder of Elbi, a philanthropy digital platform connecting users with a global network of charities.
Accessories include a fishnet bag made entirely from recycled shoreline waste, as well as earrings made from recycled glass and plastic.
This year, the Conscious Exclusive collection also includes menswear and some kidswear. It will launch in around 160 H&M stores around the world, and online.
The collection is part of H&M’s move to using more sustainable materials and processes. More than a quarter of its full range is now made from sustainable materials, with a goal each year to increase the share.
By 2020, H&M is aiming for 100% of its cotton be sustainable.