When you hear the words fashion and eco in the same sentence it doesn't always conjure up the the chicest of images, but H&M's latest collection could be about to change that.
The high street store's latest Conscious Exclusive Collection puts the spotlight on a pioneering fabric called Bionic Yarn, which believe it or not, is made from plastic recovered from shorelines - think old plastic bottles, takeaway boxes and shopping bags.
And despite how it sounds, it won't make you look like a cyborg. Quite the opposite in fact, as the collection's standout piece is a blush pink gown with a flowing train and ruffles, as modelled by new face Natalia Vodianova.
Soft and lightweight, it's also been used to create pieces from jeans to tees for the men, women and kidswear Conscious collections for Spring, which also features guilt-free fragrances made using organic oils.
“For the design team at H&M, this year’s Conscious Exclusive is a chance to dream and create pieces that are both quirky and beautiful. It’s great to be able to show just what is possible with sustainable materials like we have done with the delicate plissé dress" says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.
While Vodianova adds: “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."
Mark 20 April in your diary, when the full collection lands in stores and online.