For this year’s H&M Conscious Exclusive collection, the brand introduced its most innovative sustainable material yet.
Last year, their fashion lineup focused on historical fashion. This time, they put the spotlight on one particularly special fabric: Bionic Yarn.
“This year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful,” H&M head of design Pernilla Wohlfahrt says in a statement, “It’s great to be able to show what is possible with sustainable materials.”
H&M has been working with eco-friendly production since the late 20th century, when it first started using organic cotton, and previously developed other sustainable fabrics in-house such as Denimite and lyocell.
As of 2015, 20% of all H&M’s products are made from sustainable materials.
The 2017 Conscious Exclusive collection will be the first to include kids’ clothing and a new fragrance made from organic oils.
On April 20, 2017, the collection will debut online and in 160 stores internationally.