CONSCIOUS EXCLUSIVE A/W20
CREATIVE DIRECTION & PHOTOGRAPHY BY DEVON COLEBANK
MODELING BY DILLON MCCONNELL - REPRESENTED BY DOCHERTY TALENT AGENCY
"For me, fashion is always about more than just clothing, it is a form of expression – a standalone art form." - DC
Conscious Exclusive is an incubator for new materials and innovations that are eventually used in H&M's main collections. Innovations in recycling and reuse mean that we can now turn waste into something beautiful. A unique textile-to-textile recycling process enables us to close the loop by turning textiles that would have been thrown away into high-quality polyester. This year two new fabrics make their H&M debut: Hemp Biofibre™, made from oilseed hemp crop waste, and Naia™ Renew, a cellulosic fiber sourced from circular content. The A/W20 collection also includes fabrics made from post-consumer carpet fiber, post-industrial plastic packaging and PET bottles.
“For A/W20, we really wanted to be trailblazers — pushing the limits of creativity and sustainable fashion — by focusing on waste. As a result, the pieces in this collection are crafted from truly amazing materials produced from waste. Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion,” says Ann-Sofie Johansson, creative advisor at H&M.