H&M Trials Clothing Rentals With Stockholm Store's Conscious Exclusive 2012-2019

H&M is launching a new concept store in Stockholm, a venue dedicated to rentals of sustainable ready-to-wear from Conscious Exclusive collections past and present. Pieces from sustainable Conscious Exclusive collections 2012-2019 will be available to customers who are members of H&M’s customer loyalty program.

Members will be able to book a time at the rental space where a stylist treats them to a personalised experience, helping them select some great pieces they can then rent for a week. Members can rent up to three pieces a time at a cost of around 350 Swedish kronor per piece.

“We love offering our fans something extra and we also want to encourage our customers to look on fashion in a circular way as we aim to lead the change towards a circular fashion industry,” says Pascal Brun, Head of Sustainability at H&M

To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where customers can get their fashion favourites mended or upgraded. The newly furbished Sergels Torg store, which opens end of November, will offer customers a great shopping destination with a curated assortment, a beauty bar and the café-concept It’s Pleat. 

Adwoa, Jill and Ebonee Headline H&M Fall 2019 Conscious Recycled PET Bottles Collection

Adwoa, Jill and Ebonee Headline H&M Fall 2019 Conscious Recycled PET Bottles Collection

Top model and activist Adwoa Aboah joins Jill Kortleve and Ebonee Davis in launching H&M’s Fall 2019 Conscious collection and campaign. The collection will be released worldwide in September.

Recycled polyester is the key material for H&M’s Fall 2019 Conscious Collection, found in the dresses, shirts, knitwear, outerwear and tailored pieces. Most often made from used PET bottles, recycled polyester is processed and spun to create a fabric that’s easy to care for. Meanwhile, the jersey pieces in the collection are made from organic cotton or blend made out of TENCEL™ lyocell fibres.

Ina Lekiewicz Highlights H&M Spring 2019 Conscious Collection For L'Officiel Netherlands

Ina Lekiewicz Highlights H&M Spring 2019 Conscious Collection For L'Officiel Netherlands

Model Cecilia Zevenhek (?) is styled by Koen T. Hendriks in key pieces from the H&M Spring Conscious Collection. Photographer Ina Lekiewicz is behind the lens for L’Officiel Netherlands April 2019. / Hair by Hester Wernert; makeup by Kathinka Gernant

The Swedish retailer announced last week that it’s taking a giant leap in the transparency category, launching full transparency details for all garments sold on hm.com. In 2013, H&M was the first global fashion retailer to publish their supplier list online. In 2017 a transparency layer for the Conscious Exclusive garments was added on ht.com. The company writes:

“For each of our garments, we now share details such as production country, supplier names, factory names and addresses as well as the number of workers in the factories. In addition, customers can find out more about the materials used to make a specific garment. By sharing extended details on where our garments are made we make it easier for customers to make more informed choices when shopping. “

Anja Rubik, Naomie Harris + Rosario Dawson Lead H&M Sp 2019 Sustainable Conscious Collection

Anja Rubik, Naomie Harris + Rosario Dawson Lead H&M Sp 2019 Sustainable Conscious Collection

The new H&M Conscious Collection continues its march towards a sustainable fashion future with its April 2019 collection featuring 13 inspirational women from around the globe. Actor Rosario Dawson — currently making sweet music with NJ Sen. and 2020 presidential candidate Corey Booker and ‘Moonlight’ actor Naomie Harris are joined by top model Anja Rubik to headline the new collection.

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Pineapple + Orange Fabrics Rock Sustainable H&M Conscious Exclusive 2019 Collection

About 20 years ago, I returned to my Victoria’s Secret head of design and product development office with my first Tokyo-purchased piece of clothing made from pineapple leaves. It was a beauty — sophisticated and not a rough-surface fabric like hemp was back then. Fashion has only changed selectively since then, chugging along slower than’ The Little Train That Could’, with a wink and a nod to sustainability.

One major brand NOT chugging at a snail’s pace in the drive to sustainability is H&M’s Conscious Exclusive collections. Oumie Jammeh, Alanna Arrington and Imaan Hammam encourage us to embrace a sustainable future, buying into the H&M Conscious Exclusive 2019 Campaign, lensed by Josh Olins.

H&M Conscious Exclusive Delivers First Fall Collection With Liu Wen | Fall/Winter 2018 Lookbook

H&M Conscious Exclusive Delivers First Fall Collection With Liu Wen | Fall/Winter 2018 Lookbook

Supermodel Liu Wen shares the first Fall-Winter collection from H&M’s Conscious Exclusive collection. Launching on September 27 online, the romantic silhouettes are inspired by ancient tapestry and include materials made from recycled cashmere and velvet, coupled with 100% organic silk.

Cecilia Brännsten, H&M group environmental sustainability manager, explains that as consumers hug words like “transparency” and “traceability’, retailers and manufacturers are pressed to innovate sustainable materials and methods.

This season the Swedish high-street giant has introduced recycled cashmere created from leftover yarn that has been respun, and velvet made of recycled polyester partly sourced from used uniforms. “We have been developing this velvet for years to get a quality we're happy with,” Brännsten explains of the brand's closed loop production efforts on these heavier materials that have finally come to fruition in its first autumn/winter Conscious Exclusive line.

Christy Turlington Fronts H&M Conscious 2018 Campaign, Inspired By Karin Larsson

Christy Turlington Fronts H&M Conscious 2018 Campaign, Inspired By Karin Larsson

Supermodel Christy Turlington fronts H&M's Conscious 2018 campaign, joined by Giedre Dukauskaite and Aamito Lagum. The sustainable collection features items made of  TENCEL™, recycled polyester and organic linen. H&M also introduces ECONYL® -- a 100 percent regenerated nylon fiber made of recycled fishnets and nylon waste -- as well as recycled silver used in a fine jewelry collection. Photographer Mikael Jansson captures the Conscious Exclusive collection, inspired by the artful home, and the work and lifestyle of Carl and Karin Larsson.

Vogue writes that Carl and Karin Larsson met in Paris in the 1880s, where they both were studying painting. As expected of women, Karin have up her painting to raise their family of eight children. But she also found new ways to channel her creativity into interior design, weaving, embroidery and other 'wifey' creative pursuits. 

Released once a year, the aim of the Conscious Exclusive collection, explained Anna Gedda, the company’s queen of green, is twofold: “Making fashion sustainable, but [also] to make sustainability fashionable.”