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.
Coffee at S.Engine.
Drinks at Botanist.

Shanghai, you have been amazing.
Till next time.
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