H&M Conscious Exclusive A/W20

H&M Conscious Exclusive Collection

Zinnia Kumar - "It was such a pleasure collaborating & being part of @hm Conscious Exclusive collection, where I got to quite literally ‘wear the waste!

This small collection is sustainable and made of recycled and repurposed waste. The collection uses dyeing & processing methods that reduce water consumption, innovative fabrics that have a longer, slower production cycles such as Vegea™ (made from grape waste), Textloop™ (Recycled Cotton waste) and Agraloop™ (food crop waste), as well as other recycled materials & metals. What I love most about this collection is it is innovative, trans-seasonal (can also be dressed up and down) and game changing.

There are so many new materials made from re-purposed waste invented by teams across the globe who were selected under their Global Change Awards @hmfoundation. Many of these recycled & repurposed fabrics have been undergoing R&D for the last couple of years. The best part is the innovation that is invested in is available to the whole industry to access and use.

This is the first time that Agraloop™ (a fabric made from the waste of oilseed hemp) has been used in a collection! I hope to see many more collections that allow us to wear the waste". #HMConsciousExclusive

See full article here

Director: Oskar Wrangö | @oskarwrango

Creative Director: Samuel Akesson | @samuelakesson

Director of Photography: Robin Asselmeyer | @robinasselmeyer

Stylist: Nicole Walker | @_nicolewalker_

Hair Stylist: Kalle Eklund | @kalle_eklund

MUA: Fredrik Stambro | @fredrikstambromakeup