Stockholm-based clothing retailer H&M is “literally creating beauty from waste” with its latest collection, Conscious Exclusive A/W20. This new line includes eveningwear, accessories, and shoes incorporating fibers derived from food waste, wood pulp, and recycled metals and textiles.

Notes creative advisor Ann-Sofie Johansson, “For A/W20, we really wanted to be trailblazers—pushing the limits of creativity and sustainable fashion—by focusing on waste. Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion.

The collection utilizes materials and processes that are new for H&M, including hemp-based fibers from Agraloop, which manufactures textile fibers from fibrous food waste. It also features a pair of sunglasses crafted from Made of Air, a material partly made from waste biomass. And wine by-products are used in the making of A/W/20’s vegan-leather shoes. 

The Conscious Exclusive A/W20 campaign encourages consumers to “wear the waste.”

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