H&M Conscious Exclusive 2017 press lunch & launch

The iconic BIONIC® material dress - made from recycled plastic waste from the sea.

H&M lanserer 20. april en banebrytende kolleksjon innen bærekraft: Conscious Exclusive 2017. Kjolen dere ser øverst er laget av det nye materialet BIONIC® - et polyestermateriale laget av resirkulert plastavfall fra havet! H&M har satt som mål at de skal KUN bruke 100 % resirkulerte eller andre bærekraftige materialer i alle sine produkter innen 2030, og per i dag er denne prosenten allerede på 26 %. Den norske pressen fikk se de resirkulerte materialene som silke, glass, plast og TENCEL® og organisk bomull under presselunsjen på den svenske ambassaden på Frogner i Oslo torsdag 6. april. For første gang består den eksklusive kleslinjen også av et lite utvalg til barn samt parfymer og økologiske unisex-oljer. Herrekolleksjonen består av pyntede og fine plagg i sort og hvitt.

Conscious Exclusive 2017 kan kjøpes i 160 H&M-butikker verden rundt og på H&M.no. Samme dag kan du gå inn i nettbutikken og møte personene som har laget plaggene på fabrikken. Da får man et helt annet forhold til plaggene!

Bilder: Hanne Erøy
© MIO MEDIA 2017
 (Offisiell fotograf på eventet)


On the 20th of April, H&M launches a pioneering collection within sustainability: Conscious Exclusive 2017. The dress you see at the top is made with the new material BIONIC® - a polyester material made from recycled plastic waste from the ocean! H&M has proclaimed as a goal that they'll use 100 % recycled or other sustainable materials in ALL their products within 2030, and they're already at 26 % today. The Norwegian press got to see the recycled materials like silk, glass, plastic, TENCEL® and organic cotton during the press launch and lunch at The Swedish Embassy at Frogner in Oslo on Thursday 6th of April. For the very first time, the exclusive collection also has a small selection for children in addition to perfumes and ecological unisex oils. The menswear collection consists of dressed up and very fine clothes in black and white.

Conscious Exclusive 2017 can be bought in 160 H&M stores worldwide and at H&M.com on April 20th. The very same day, you can visit their webshop and meet the persons who have made the items at the factory! Then, you get the story behind the item.

All photos: Hanne Erøy
© MIO MEDIA 2017
(Official photographer at the event) 


 Jenny Skavlan is a front figure in Norway within recycling of clothes and sustainable design.


This wedding dress will literally fly of stock the very second it launches on April 20th...


I wore my new H&M Studio SS17 dress and vintage velvet blazer from UFF Second Hand. 
Photo: Kristin Fjeld.













 Singer Maya Vik

Blogger Darja Barannik

Blogger and stylist Storm Pedersen

 Blogger and designer Benedicthe Bjerke


Designer Marte Krogh in a wonderful dress from H&M!


Blogger Janka Polliani

Blogger Tine Monsen


Kristin Fjeld from H&M


 Lovely food!


Designer, blogger, TV presenter, actress and model Jenny Skavlan








 (Jacket for men)

Blogger AJ Dee

 Blogger Celine Aagaard in H&M Conscious

Blogger and stylist Sunniva Hartgen

Lise Karlsnes in a beautiful H&M dress


I personally ADORE the whole collection and I'm at this very moment wondering which items to choose. Photo: Kristin Fjeld.

The new unisex perfume oils from Conscious Exclusive 2017



The Swedish Embassy, where the launch and lunch was hosted.