With H&M launching their new sustainable fashion collection in India, is India too taking up the sustainable fashion route. Recently, Aditya Birla Group has launched LIVA Crème a premium fabric to create sustainable fashion lines. This new line made from LIVA Crème has available and retailed across the brand/stores of Van Heusen, Allen Solly, Shoppers Stop predominantly in Delhi, and Mumbai & Bangalore. In fact, other brands including Biba, Pantaloon, ITC, Unlimited, Imara, Crimson Club, Arrow, FBB, Max have also created collection with their design team using LIVA Fabric. Read more..
What is Sustainable/ Conscious Fashion?
As per industry report sustainable fashion was first introduced during the late 1980s and early 1990s when companies such as Patagonia and ESPRIT brought "sustainability" into their businesses. Now many brands are looking to capitalize on this growing trend of eco friendly fashion.
As per exclusive conversation with indianretailer.com Dhatri Bhatt, Head – Public Relations, H&M informed, “The Conscious exclusive collections are made from sustainable materials and offer our design team an opportunity to experiment with new interesting sustainable materials. New sustainable material for this season is BIONIC made from recovered plastic from shorelines, waterways and coastal communities. Other sustainable materials include fabrics such as recycled polysester, organic cotton, organic linen and organic silk.”
Conscious line from H&M
“Our H&M Conscious range means that our commitment towards more sustainable fashion continues. These are regular collections that will show the many ways of working with more sustainable material, and a way to offer fashion with added value to our customers,” said Bhatt.
The H&M Conscious Exclusive are recurring fashion collections in the forefront of H&M’s sustainability work. In 2017, H&M will launch the Conscious exclusive collection for the sixth time.
The collection will be priced from Rs. 1,999 to Rs.14,999. The Conscious exclusive collection will be available 20th April onwards at Select citywalk in Delhi and High Street Phoenix in Mumbai.
“Our collections are created centrally by our in-house designers and our product development teams. By 2030, H&M aims to use 100% recycled or other sustainably sourced materials in its products. In 2016, this share was 26%. 43% of H&M’s total cotton use in 2016 came from sustainable sources. The goal is to use only such cotton by 2020, “informed Bhatt.