With concerns for the future of the Earth, it's more important than ever for consumers to have access to sustainable swimwear.
For Spring/Summer '17, H&M's sister brand 'Weekday' developed a line of recycled ocean plastic swimwear. The line retains a stylish aesthetic, true to the brand's sporty, Scandinavian-inspired look, yet no one can tell by looking at the designs that the materials used had once been garbage floating in the ocean. The brand is also releasing a collection of accompanying beach accessories made with the same materials. The images released of the collection feature natural-looking men and women, untouched by Photoshop, highlighting the collection's ability to work well on bodies of all shapes and sizes.
The recycled ocean plastic swimwear and body positive messages Weekday portrays in this collection convey messages on issues that resonate with Millennial audiences.
Recycled Ocean Plastic Swimwear
H&M's Brand 'Weekday' Makes Swim Apparel from Ocean Plastic
Trend Themes
1. Sustainable Swimwear - Opportunity for brands to develop stylish swimwear made from recycled materials, appealing to eco-conscious consumers.
2. Body Positive Fashion - Fashion brands can capitalize on body positivity by creating inclusive designs that celebrate diversity and cater to a wider consumer base.
3. Ocean Plastic Recycling - Innovative solutions for transforming ocean plastic into new products present opportunities for companies to address environmental concerns and promote sustainability.
Industry Implications
1. Fashion Industry - Fashion brands can incorporate eco-friendly materials and body positivity concepts to disrupt the swimwear market and appeal to conscious consumers.
2. Sustainable Retail - Retailers can focus on curating and promoting sustainable products, such as recycled swimwear, to meet the growing demand for environmentally friendly options.
3. Plastic Recycling - Companies specializing in plastic recycling can take advantage of the abundance of ocean plastic by transforming it into valuable materials for various industries.