NEW DELHI, India — Making its first global preview of the new Conscious Exclusive collection, H&M showed off the sustainable fashion line made of recycled shoreline waste with fanfare during Amazon India Fashion Week here.
Bollywood actress Dia Mirza arrived at the event, surrounded by photographers and followers. “This beautiful tulle dress I am wearing right now is made of 100 percent recycled material. So all your discarded shampoo bottles,” said Mirza. “I love how every individual piece has a sense of occasion, but most importantly, also a role to play in creating a more sustainable future of fashion.”
Searching closely, there was no hint of the recycled plastic bottles in her peach and brown dress.
The collection is to be launched globally on April 20 at about 180 stores worldwide, including New Delhi’s Select Citywalk mall.
Other items in the collection include an elegant cream dress, sequined top and an intricately pleated gown made of fluid fabric, a pioneering sustainable material called Bionic. This is recycled polyester made from plastic shoreline waste as well. In her first campaign for H&M, Natalia Vodianova is appearing in this year’s Conscious Exclusive campaign.
Also for the first time, a kids’ collection has been added to the women’s wear.
H&M launched in India in 2015 entering as a single-brand retailer, with it’s own subsidiary and now has more than 10 stores across the country. This is the first association of the brand with Amazon India Fashion Week, where it had a lounge for the Conscious Exclusive collection. The event was held on the final day of the fashion week.
More than 20 percent of all H&M’s collections are made from sustainable materials, with the goal to buy 100 percent sustainably sourced cotton by 2020.