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H&M's Conscious Exclusive collection evokes the 1920s French Riviera

oleh Phillis Bundy (2020-05-14)


It's not always easy to find an evening gown or summer dress that makes you feel glamorous and that has been made in an environmentally sustainable way.

Fashion brands starting to move away from non- biodegradable polyesters and water-draining cotton are faced with the challenge of maintaining elegance and style while being more ethical in their use of fabrics.

H&M has just launched the SS20 edition of its Conscious Exclusive collection of garments made from recycled materials, and the initial campaign shots are promising.






H&M has just launched the SS20 edition of its Conscious Exclusive collection of garments made from recycled materials, with the pieces evoking the glamor of 1920s south of France


The poster photos of models frolicking around the South of France clothed in sophisticated floaty dresses, loose blouses and classy capri pants scream luxury, despite the low starting price point of the range at $24.99 for a crisp white T-shirt.

It's also had the seal of approval from British model Jourdan Dunn, who wore a bottled blue ruffled Conscious Exclusive evening gown to a glamorous Fashion Week party in Paris.

The tulle ball gown ($399) is one of the more expensive items but you don't have to spend a fortune to add some continental chic to your closet in a guilt-free way.

The gorgeous cotton voile day dress that the model is shown wearing to lounge on the chair is priced at $69.99, while accessories include an elegant navy hair scarf costing $29.99 and some chunky gold clip-on earrings for $24.99.

You can also get a jacket and wide-leg pants in a linen and Tencel lyocell blend as long to short as you're brave enough to wear a sand colour suit.

The Conscious Exclusive SS20 collection is inspired by Le Train Bleu, the elegant train that ran from Calais to Cote D'Azur in the 1920s, to celebrate a time when the travel was just as important as the destination.






The gorgeous day dress that the model is shown wearing to lounge on the chair is the $69.99 Cotton Voile Dress, featuring a printed design and ruffle-trimmed neckline


But although the design inspiration may be full of nostalgia, the fabrics used in the manufacturing process for are cutting-edge. For example, have you ever thought about what happens to the byproducts of the grapes that are used to make wine?

Vegea is a soft vegan leather alternative made from the discared grape skins and stalks and it's used in the collection on chain-strap handbags and shoes.

Coffee is another unexpected part of the collection, with the grounds collected from H&M's production offices being used to make natural dye with less environmental impact than chemical dyes.

Other pieces in the collection that includes trouser and top co-ordinates made from circulose, which is a new natural material created by gently recovering cotton from worn-out clothes blended with FSC certified wood pulp
















The collection has the seal of approval from British model Jourdan Dunn (right) who wore a bottled blue ruffled Conscious Exclusive evening gown (left) to a Fashion Week party in Paris







The Conscious Exclusive SS20 collection is inspired by Le Train Bleu, the elegant train that ran from Calais to Cote D'Azur in the 1920s


H&M has even been able to use a satisfyingly easy-to care version of polyester thanks to the innovation of a high-quality recycled polyester, Renu.

They've also used leftover stock fabrics from previous collections.

Retailers known for 'fast fashion' such as H&M have come under fire for creating capsule collections that promise to be sustainable rather than devoting the entire brand to being eco-friendly.

But the hope is that H&M's sustainable collections will pave the way for 'consciously' made clothes at accessible price points.

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