Alarm clocks at the ready, because H&M's new Conscious collection is launching on the 1st of December, and you're not going to want to miss it.
H&M’s AW20 Conscious Exclusive collection is literally about creating beauty from waste, with almost every piece crafted from a sustainably sourced material made from waste. The idea is to turn something you don't want into an item to be loved and valued, allowing us to appreciate the potential of waste and be inspired by the creativity that comes from having to reuse things.
This translates into opulent evening gowns in black and green jacquard taffeta, yellow Jacquard or festooned with dusty green flowers, mingling with voluminous tops and tailored suiting. Prints are inspired by floral wallpaper that has peeled off over time or tapestries from days gone by.
While these are perfect for the festive period, if you don't feel like dressing up, don't worry, there are plenty of more classic options too, including cropped blazers and tailored trousers.
As mentioned previously, most items in the collection are made from sustainable materials such as Agraloop Hemp Biofibre, made from food crop waste. With this collection, H&M is also introducing Naia Renew, a cullulosic fibre produced with 60% wood pul and 40% recycled waste plastics.
Shop it now or regret it later.
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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