The new H&M Conscious Exclusive collection innovates in both sustainability and style.

For 2017, the collection includes the pioneering sustainable material BIONIC – a recycled polyester made from plastic shoreline waste. The fluid fabric used for an intricate pleated gown shows how it’s natural for the best styles to be conscious of the environment.

In addition to a full collection for women and relaxed formal wear for men, the collection will for the first time include kids’ pieces, as well as a Conscious Exclusive fragrance made from organic oils.

Supermodel and philanthropist Natalia Vodianova is the face of this year’s Conscious Exclusive in her first ever campaign for H&M.

Vodianova stated in a press release:

“I am proud to appear in the H&M Conscious Exclusive campaign. It’s amazing to see the advances in sustainable fabrics that are used in the collection, pointing towards a more sustainable future for all fashion.”

Conscious Exclusive is a collection of exquisite pieces perfect to celebrate the new season. The star piece is the ethereal plissé pleat gown in powder pink made from BIONIC – recycled polyester made from recovered shoreline waste. It’s a collection of individual pieces with a sense of occasion, each one showing the many different ways that sustainable materials can create the best style.

The collection will be available in around 160 stores worldwide, and online, as of April 20.

Watch the short film below.