H&M’s Conscious Exclusive SS20 Collection Has Circular Innovation

H&M’s Conscious Exclusive collection returns this Spring Summer season infused with the glamour of the Golden Age of train travel while taking circularity as its philosophy.

Alongside a host of sustainable processes and innovative fabrications, the collection is inspired by Le Train Bleu, the elegant sleeper train that ran from Calais to the Côte d’Azur in the 1920s. Bringing together flamboyant evening gowns and gauzy day dresses, the collection features new sustainably sourced materials such as CIRCULOSE®, a natural material produced from recycled textiles and RENU™, a high-quality recycled polyester, as well as leftover stock fabrics from previous collections. The SS20 Conscious Exclusive collection will be available in selected stores and online at HM.com beginning March 26th.

Ella Soccorsi, designer at H&M said:

“The stimulus for SS20 was the idea of glamorous train travel. The design team felt it was wonderfully symbolic of H&M’s journey as a company towards circularity. Inspired by Le Train Bleu and the decadent creatives such as Jean Cocteau and Pablo Picasso. Hanging out at Villa Santo Sospir in Cap Ferrat. We wanted to propose a collection that played to that decadent, carefree time but also contained enduring designs our customers will love wearing daily. 

Key pieces include a floor-length recycled polyester ball gown; a recycled taffeta mini dress with pleated sleeves; a CIRCULOSE® ruffled day dress; a recycled taffeta blouse with embellished sleeves; and denim made of 100 % undyed organic cotton. Key accessories include flat cocktail slippers with recycled glass bead embellishments and a bag made from VEGEA™.

Ann-Sofie Johansson, creative advisor at H&M said:

“For SS20, the Conscious Exclusive design team considered the emotional durability and afterlife of the garments. They were designing more carefully than ever before. The team has doubled down on fabric composition, alongside utilizing dyeing methods that come with less environmental impacts. We used a natural dye made from coffee grounds collected from H&M’s own production offices. We are committed to a truly holistic approach to sustainability, as well as to creating special pieces that will last a lifetime.