Sustainable Style only with H&M Conscious Exclusive.

About

Na Na is one of the leading digital influencers in Malaysia, with her lifestyle travel blog boasting a loyal audience. Bwincessnana.com was launched her blog in 2009, which she balanced with her studies and later full time job in various e-commerce companies like Zalora and GEMFIVE. Just 26 years old at the time, Na Na decided to quit her job and focus on building her digital career. Fast forward to 2017 and Na Na is wearing multiple hats: digital strategist and influencer, creative director, social media and brand consultant, and most recently entrepreneur. She em bodies the modern chic classy-edgy style, by working with high street fashion, beauty and lifestyle brands, from Adidas , Coach, and Gucci to SK -II, Clinique, Hennessy, Sephora, and NSW Tourism. By focusing on her lifestyle pos tings , Na Na gained unique reputation in blogging industry and was featured on major magazines like E L L E , Female, NuYou and ViVi. In hopes of inspiring others , NaNa is working hard to run an online fashion business meanwhile sharing her passion for fashion, beauty, travels and lifestyle each day with her loyal readers.

Months ago when H&M launched its annual Conscious Exclusive Collection, I was lucky to be invited to Shanghai to experience the launch and met the creative advisor at H&M, Ann-Sofie Johansson to speak a little more about the collection.

During the launch event, we learnt about the history of the Conscious Exclusive Collections and the innovation of recycled materials that have been used and created during the journey.

Anne took her time out to talk sustainability, challenges, and future goals.

WHAT INSPIRED THIS COLLECTION?

The team's catalyst of this year's lineup was the artful home, life and work of Carl and Karin Larsson. Carl is one of Sweden's most famous artist, known for his intimate and idyllic - depictions of his family's life in the country at Sundborn. After the couple married, Karin gave up her easels and canvases to raise their family, and channelled her creativity into decorating her home. She made furniture (remade, repaint), clothing for her family.

DESCRIBE THE COLLECTION IN 3 WORDS?

Beautiful, versatile and sustainable.

HOW LONG IT TAKES TO DEVELOP THE RECYCLED MATERIAL?

Fabric sometimes can take years to develop. But H&M now have a long list of sustainable materials that can be used like recycled polyester, recycled glass, recycled plastic, recycled wool, organic linen, just to name a few. This year, we are so happy to introduce two new sustainable materials, recycled silver and ECONYL®, a 100% regenerated nylon fibre from fishnets and other nylon waste, into this collection. Innovation is the key. As some of the materials are not doable to make great clothes right now in mass production but perhaps in the future. For instance, orange fibre is an example of recycled source.

WHAT LEGACY DOES H&M CONSCIOUS WANT TO LEAVE BEHIND?

Inspire and engage people. We hope to create more awareness of sustainability and make it affordable to the mass. We are also looking to use technology to make it more sustainable. For instance, using VR to do fitting and make changes more instantly instead of creating tons of sample clothes.

Post-event hangouts.