The new collection H&M Conscious Exclusive shows that even sequins, velvet and evening dresses can meet the principles of green if made from recycled bottles and fishing nets.
No matter how beautiful any dress in sequin — anyway, these sequins are made of plastic, even if we’re talking about things luxury brand. Glowing skin will be present in the life of our planet a couple hundred years, and the decay will spread into the soil of harmful substances. Instead of producing tons of new sequins Swedish brand uses recycled plastic. Look at the dress Jessica Chastain in which the actress came to the ceremony “Oscar” four years ago (decor outfit made from recycled bottles of shampoo), and verify — are these sequins no less impressive than usual.
Velvet called not a specific material and structure — a dense pile and a special weave. If earlier, first East, then in Europe, velvet was made from silk, today it is more often made of synthetic fibers. H&M in the production of velvet in accordance with the principles of sustainable fashion has come the farthest this year brand introduced the velvet is made from recycled polyester, the creation of which, according to the sustainable development Manager H&M Cecilia, Bransten, the company took several years.
Group of companies H&M has set a target for 2030 — in the manufacture of clothing to use 100% recycled or other sustainable materials. Judging by the H&M Conscious, this does not affect the range — the brand equally well out and t-shirts, and evening dresses. The latter is made from nylon fiber Econyl®, which is produced during the processing of fishing nets and other waste.
The use of cashmere raises questions, especially among the brands of the mass market: to produce this material at a low cost, brands are buy cheap raw materials in very large volumes — you can guess what animal is in this case unlikely to hold in free pastures. Instead of producing new things from cashmere, H&M has been selling the balance of production and old clothes — the sweaters, which are result of overproduction, difficult to distinguish from new.
Conscious consumption is a thoughtful approach to every thing. It is responsible for the ethics and sustainability even in the smallest purchases — for example, jewelry. The new collection H&M large earrings made from recycled bottles, that does not detract from their effectiveness: accessory pulls focus on himself, and becomes a matter of what you are wearing — a suit, jeans with t-shirt or Victorian dress.