H&M kicks off its first sustainable fashion collection

If you were waiting for affordable sustainable fashion, the time has come! The Swedish fast-fashion brand H&M has come out with an incredible eco-friendly and sustainable fashion collection, made of pineapple leather and orange silk.

No, it is not fake news it’s real, and it’s amazing that even big fashion brands are making a move towards a more conscious and sustainable fashion.

A “fruity and juicy” new collection, launched on March 27th in Los Angeles, is ready to kick-off for summer 2019. Named Conscious Exclusive 2019 includes fabric made of pineapple leaves and silk created from orange’ skin.

The brand has used innovative and sustainable materials (source), such as Piñatex® (source), a natural leather alternative made from cellulose fibres extracted from pineapple leaves, BLOOM™Foam, a plant-based flexible foam using algae biomass, and Orange Fiber®, a Made in Italy sustainable silk-like fabrics made from citrus juice by-products, which already gained the name of vegan silk.

“For this collection, we explored the beauty in nature, which shows in the prints, as well as the flowy silhouettes, the striking colour palette and the attention to detail. We’re thrilled to introduce new plant-based sustainable materials to create high-performing, beautiful and fashionable pieces that are statement-making yet so easy to wear,”

Ann-Sofie Johansson, Creative Advisor at H&M.

The new collection wants to showcase the growing opportunities for sustainable fashion with a focus on innovation and development. In fact, the giant of the fast-fashion lately has put much effort into sustainability with materials such as recycled polyester, organic cotton and linen, organic silk, TENCEL™ lyocell, recycled plastic, recycled glass and recycled silver.

Along with this, the brand is embracing a more and more sustainable policy, it stopped, in fact, selling angora and mohair wool, and exotic leather, maybe also thanks to many appeals made by PETA.

Another great eco-friendly initiative is garment collecting (source): it allows customers to recycle their old clothes and textiles, from any brand and any condition, dropping them off at any shop and get a discount voucher to spend. Isn’t it great?

We have to wait only a few days more for the collection launches, which will be on April 11th. The sustainable fashion collection will be available in select stores around the world, as well as online.