Continuing their quest for a more eco-conscious company, H&M have given us a preview of their new Conscious Exclusive collection - made entirely from plastic waterways and shorelines. And unlike the usual conscious collections, the line uses a new bionic yarn fabric, which is not only super soft but can be used for almost any type of garment.

First look: H&M’s new eco-conscious collection

Amongst the mix, is this stunning powder pink pleated ball-gown, which Supermodel Natalie Vodianoava is sporting in the campaign. And just from one look, you would never assume this Bionic Dress is  literally made from plastic bottles. "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," explains Vodianova. 

The collection will feature in over 150 stores worldwide, andincludes a full women's collection but will also incorporate kids' clothing too. "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 made of BIONIC® ," says Pernilla Wohlfahrt, H&M's Head of Design and Creative Director.

First look: H&M’s new eco-conscious collection

This is all part of H&M's crusade are to a more sustainable future in the fashion world. The company have already started producing all their clothing made from 20% sustainable materials, and are aiming for 100% cotton that's been sustainably sourced by 2020.

The collection will be available from April 20, 2017 in selected stores. 

First look: H&M’s new eco-conscious collection