We all know that when it comes to fashion and sustainability, the solutions presented aren't always flawless, and while the high street has a way to go in improving its practices, we can't deny that H&M is one of the brands pushing for development in this area. Described as "an incubator for new materials and innovations," every year, H&M's Conscious Collection has pushed the boundaries of closed-loop production, developing fabrics that are then integrated into its mainline collections. Twenty-twenty is no different, and the brand's latest Conscious edit is an ode to the creative possibilities that come when design and sustainability meet.
“For A/W 20, we really wanted to be trailblazers—pushing the limits of creativity and sustainable fashion—by focusing on waste. As a result, the pieces in this collection are crafted from truly amazing materials produced from waste," says Ann-Sofie Johansson, creative advisor at H&M. "Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion.”
This year, two new fabrics make their debut: Hemp Biofibre, made from oilseed hemp crop waste, and Naia Renew, a cellulosic fibre sourced from circular content. The collection also includes fabrics made from post-consumer carpet fibre, post-industrial plastic packaging, and PET bottles. If that's not enough, the edit is also undeniably beautiful and comprises timeless tailored separates, show-stopping gowns, elegant blouses, and elevating jewellery buys.
Dropping tomorrow morning (1 December), we have no doubt that these pieces will be snapped up super quick. Our money is on the jacket and brooch (spotted on Lucy Williams), which will add glamour to your fave jeans, or the green tulle dress, which might not be practical but is too beautiful not to wear on the sofa with slippers. Scroll down to see and shop the collection and prepare to set your alarms.