H&M Conscious AW20: Every piece from the beautiful upcoming collection

By Erin Lindsay
19th Nov 2020

H&M Conscious AW20: Every piece from the beautiful upcoming collection

The new collection drops on December 1

As one of the high street’s most prestigious sustainability-focused collections, H&M’s Conscious Collections have a lot to live up to. Previous seasons have seen the Scandi high street store dabble in vibrant summer hues, warm winter tailoring and dynamic silhouettes – almost all in sustainably sourced materials – and for their AW20 collection, they have truly outdone themselves.

H&M’s AW20 Conscious collection is an ode to glamour – something we’ve all been missing in our time spent in tracksuit bottoms and old jumpers. From colour palette to the mix and match of sumptuous textures, H&M again convinces us of the benefits of indulging in fashion, indulging in what makes us feel like we can take on the world (even if we have to wait a few months).

Opulent floor-length gowns; swatches of taffeta to wrap yourself in (instead of the fleecy blanket on the couch); inspired, multi-functional accessories to achieve a different look with each wear. This is dressing up at its most luxurious, its most spirited. It’s about having fun with fashion, at a time when it has been largely reduced to its base practicality. This collection rails against that notion, and it’s certainly welcomed – by myself, and, I suspect, many others.

And of course, as it is a Conscious collection, the line focuses on creating this mood with sustainability in mind. H&M itself bills it as “creating beauty from waste” – almost every piece in both the women’s and men’s collection is crafted from a material that would have otherwise gone to waste. H&M are using a brand new process, launching with this collection, called Agraloop Hemp Biofibre, which converts food crop waste into a new natural fibre – in this case, oil-seed hemp. Whether its recycled cotton and polyester, down to the prints themselves, inspired by ageing wallpaper, the entire collection holds making the old into new in mind.

The H&M AW20 Conscious Collection drops online on December 1st, and we’re already mentally adding it to our baskets.