H&M Debuts Bionic Clothing with New Conscious Exclusive Collection

H&M Debuts Bionic Clothing with New Conscious Exclusive Collection

The revolutionary new material is made from recycled shoreline plastic.

The revolutionary new material is made from recycled shoreline plastic.

Text: William Defebaugh

Despite the growing urgency surrounding climate change—especially given the setbacks presented by Trump's administration—a stigma surrounding sustainability persists in the fashion industry. Luckily, we have brands like H&M leading the charge into a greener future. The retail company is stepping up its game even further for the Spring season with its latest Conscious Exclusive collection, which includes a Bionic dress (and yes, it's as cool as it sounds).

The dress is the first piece of evening wear to be made from Bionic, a fluid fabric that's made entirely from recycled shoreline plastics. As the center piece of the collection, which features an array of garments and accessories made from the material, the gown seeks to revolutionize how we look at sustainable clothing. Just one look at the ethereal, intricately pleated gown worn by model Natalia Vodianova in the campaign images demonstrates that the proof is in the final product.

“For the design team at H&M, this year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful," says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director. "It’s great to be able to show just what is possible with sustainable materials like we have done with the delicate plissé dress made of Bionic."

H&M is quickly becoming one of the world's largest proponents of green fashion, with 20% of the company's products made from sustainable materials, including recycled polyester and organic cotton. With any hope, the use of the new Bionic material will set an example in the industry.

The Conscious Exclusive collection will be available in 160 H&M stores worldwide on April 20. Check out the campaign images in the slideshow below, and watch a short film about the making of the Bionic dress.

Behind the scenes of H&M's Conscious Exclusive campaign shoot.
Credits: Images courtesy of H&M.

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