H&M is in the business of defying expectations on the regular with its affordable fashion, but it’s the work the brand is doing with its latest Conscious Collection that will blow you away. Take for instance this dreamy, blush-pink gown that seems to float on air, modeled here by supermodel Natalia Vodianova, the face of the label’s 2017 collection. You’d never guess that it was manufactured from recycled plastic collected from the shoreline. The very same plastic that’s polluting our beach ecosystems was put to use to create a new sustainable polyester, called Bionic, used throughout the newest Conscious lineup. Launching in stores and online April 20, you can expect a full assortment of men’s and women’s casual- and formalwear, as well as kids’ clothes and fragrance, available for the first time.
Read on for a first look at the gown in all its glory, then see BTS shots of the rest of the range, all modeled by Natalia. Below, the mind-blowing future of fashion.