The Swedish fast-fashion retailer has released an online-only recycled cashmere and velvet collection at hm.com and a separate childrenswear collection.
Launching September 27, the collection “Conscious Exclusive F/W 2018” claims to “merge the life and journey of lost historical artifacts with the latest in sustainable fabric innovation.” Ten per cent of the sale price from each product will be donated towards WWF’s conservation work.
The materials used in the collection are intended to highlight H&M’s innovations in fabric. By way of example, the company has put years of research into its new velvet made from recycled polyester to create a quality high enough for use in garments.
H&M creative advisor Ann-Sofie Johansson said: “It started with a desire to create a statement coat in a sustainable material that could be worn for both special occasions and day-to-day life, but then evolved into something more substantial by merging the journey of historical artifacts with a modern design sensibility.”
Head of sustainability at H&M Anna Gedda added: “We believe in a sustainable fashion future where fashion is made and consumed in a way that’s sustainable for the planet. We have an ambition to be fully circular, and as part of that we have set the goal to only use recycled or other sustainably sourced materials by 2030”.
H&M group has been working in partnership with WWF, the world’s leading conservation organization, since 2011. The partnership focuses on water stewardship, climate action and sustainability strategy, with the aim of making H&M and the broader fashion industry more sustainable.
WWF International’s head of corporate marketing partnerships David Bloch said: “This campaign, which is an extension of our long-term transformational work with the company, will not only raise funds for WWF’s conservation work but we hope it will also inspire a new generation of environmental champions.
The collection stands testament to how it is possible to produce at scale clothing that is better for both the environment and little ones”.
Meanwhile, the second of the H&M sustainable collections, for babies and children up to 14 years old, includes pieces such as cozy sweatshirts, soft leggings and fun hood dresses. The colour palette runs from pastels and neutrals to black and grey and organic cotton is the key material used in the collection.
The range will be launched in more than 50 markets on September 27 and as with the Conscious Exclusive release, 10 per cent of the sale price of each product will be donated towards WWF’s conservation work.