Fashion brand H&M presented their Fall Winter 2020 Conscious Exclusive collection, that celebrates creativity of sustainable fashion that turns waste into beauty. The collection was made from sustainably sourced materials made from waste. The campaign features among others, ecologist, activist and model Zinnia Kumar.
For A/W20, we really wanted to be trailblazers – pushing the limits of creativity and sustainable fashion – by focusing on waste. As a result, the pieces in this collection are crafted from truly amazing materials produced from waste. Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion. – Ann-Sofie Johansson, creative advisor at H&M
I’m thrilled to be a part of this Conscious Exclusive campaign, especially as H&M is paving the way for sustainable collections to become the industry norm. As consumers, we will no longer need to differentiate between fashionability and sustainability, as they will become one and the same. As an ecologist working in fashion, this fills me with hope. – Zinnia Kumar