When will sustainable fashion go mainstream?

H&M’s new Conscious Exclusive Collection is unique — a line of formal wear for women, men and kids made from plastic bottles and grocery bags that have washed up on the shore. The line is made with Bionic Yarn, which according to a Vogue report is different from “other plastic-based fabrics” in that it is “supersoft and can adapt to almost anything you want to make, from jeans to cocktail dresses.” The crowning piece in the line, which will be available in 160 stores around the world as well as online on April 20, is an “ethereal plissé pleat gown in powder pink.” “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. It’s great to be able to show just what is possible with sustainable materials,” said Pernilla Wohlfahrt, head of design and creative director for H&M, in a statement. H&M chose supermodel and philanthropist Natalia Vodianova to be the face of the first-ever campaign for its Conscious Exclusive line. “It’s amazing to see the advances in sustainable fabrics that are used in the collection, pointing towards a more sustainable future for all fashion,” said Ms. Vodianova. H&M claims that 20 percent of its products are made using sustainable materials. The company is one of the world’s biggest users of recycled polyester and organic cotton. Its goal is to bring "sustainable, good-quality fashion accessible to as many people as possible.”

• Recycled Shoreline Waste in H&M’s New Conscious Exclusive Collection – H&M
• H&M’s New Conscious Exclusive Collection Turns Discarded Plastic Into Evening Gowns – Vogue
• H&M’s New Conscious Exclusive Collection Turns Trash Into Evening Gowns – Allure