Breathe a sigh of relief: it’s not all doom and gloom in the world of high-street fashion. Granted, there’s a long way to go when it comes to rethinking the industry’s environmental impact, but with brands like H&M joining the sustainable revolution we at least have a glimmer of hope. Their latest drop takes the Conscious collection to a new level with innovative new materials plucked straight from nature. Trust me, you think you’ll be buzzing wearing these pieces but just wait ’til you get to proclaim IT’S MADE OF PINEAPPLES at every given opportunity. The talking point is most definitely there.
So what actually makes this range eco-friendly, you ask? Well, in addition to sourcing only organic cottons and linens, H&M have swapped their synthetic fibres for sustainable alternatives. Waste plastic bottles have been recycled into polyester yarns, and rubber-like soles have been formed from algae biomass which is manufactured with environmental benefits. My personal favourites are the alternative leathers made from pineapple leaf fibres, and the lustrous fabrics made from citrus peel that the juice industry have discarded. Genius.
The price point of this new H&M Conscious collection isn’t cheap, ranging from £17.99 for accessories to £199.99 for a recycled sequin dress, but in my opinion these pieces should be a long-term investment rather than your standard ‘in this season, out the next’ deal. The long and short of it is we need to support ranges like this and prove their mass appeal in order for the production of these materials to get cheaper, eventually making the clothes affordable for everyone.
Will the rest of the high street follow suit? Let’s give credit to those who are already rising to the challenge, such as Weekday, who are pledging to switch to only using organic cotton next year and becoming 100% sustainable by 2030. Plus, let’s not leave out the brands who’ve been spreading this message before it was ‘cool’ to do so, such as People Tree.
As for your fast-fashion giants, such as Missguided, Boohoo and Pretty Little Thing? I think the fashion industry is in its most pivotal stage and these mega online presences run the risk of crashing as quickly as they rose up. I can’t say I’ll be that sad either, sorry.
What do you make of the all-new H&M Conscious collection? Has anything caught your eye?